Cardsmax When trying to understand what a marketer must do in order to manage their brand online, there are first questions that need to be answered. In addition to those questions is a need for a clear understanding of the online consumer, what they are looking for, what it takes to reach them, as well as keep them interested. Cova & Pace (2006) discuss in their writing that the consumer is driven by a passion to belong to a group, which in itself produces a sub-culture. This need or passion is on that needs to be considered by all marketers that want to make a strong impactful presence online. The internet they share further provided a way for brands to create online communities around the products that they offer. In this community there is a need of the consumer to feel empowered and have a sense of community. The text book discusses not the aspects of the community but yet the importance behind the presentation of the brand and its packaging. In developing loyalty to a brand the consumer will look for durability of the goods. Consumers consider good in three parts they are classified as staple products, impulse, or emergency. These classifications will also determine to what extent a consumer will search for the particular item.

McAlexander, Schouten, & Koenig (2002) confirm what Cova & Pace (2006) discussed in their writing about the marketplace communities with additional details. The community is seen as a group of individuals that have a relationship. These groups are often characterized by the commonality found amongst its members. They further report that communities are a key component necessary to the overall well-being of the consumer. This article explained that there is an intricate process in the building...

One must always be conscious of the sense of belonging felt by consumers in this group, there are special traditions that are unique to each brand, and there is always a sense of obligation to the community and the other consumers involved. In order to effectively manage this community a marketer must define the brand and define opposition to another brand and its community/tribe. In addition, give market legitimacy to the community, they must feel like they are a legitimate purchaser of the brands products/services. The community must feel that the community is small and exclusive, allow and understand that the community will view the brand as a collective property of the community in which they all share ownership. Allowing consumers to define brand meaning within parameters pre-constructed by the marketer. This allows the community to feel a sense of ownership and build loyalty to a brand that they feel they must show loyalty and confirm their place in the community.
Fournier (1998) further supports that branding has a strong relationship with relationship principles. These relationships give those in the community more purpose and are significant to the well being of the consumer on a personal level. Meaningful relationships can affect the way that an individual feels about themselves. Therefore, if a brand build a relationship with the consumer and insures that the consumer feels needed and wanted this can not only build loyalty it can alter the…