Is Social Media Compatible with Brand Management?

Social media such as blogs, user communities, and social networks, reduce a company’s control over its image and public message.  That’s a scary thought for many businesses.  The April issue of Harvard Business Review contains a great example of how Harley-Davidson relinquished control and allowed social networking to build a community that today ranks the company among the top 50 global brands.  According to authors Susan Fournier and Lara Lee this act of brand management bravery brought Harley-Davidson back from the brink of extinction.

 “Getting Brand Communities Right” takes a good look at the three forms of community affiliation and provides popular examples of each.

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