144131 Resource 76407 1 24 1160496062168 1200443213005 Controlled Blog to Shape Your Brand Equity

Your brand equity and brand reputation is shaped by many factors; consider the value of conversations about your brand and how the blogosphere can provide a vehicle to attract people to your brand.

I'm infatuated with the infatuation of brands. ;-)I don't own a <a title="Harley Davidson Motorcycles" href="http://www.harley-davidson.com/" target="_blank">Harley</a>, but I love the brand. I don't own a <a title="Boeing 747 Family of Products" href="http://www.boeing.com/commercial/747family/" target="_blank">Boeing 747</a>, but I admired and use the product whenever I can. I'll bet there are other people that love the 747 but have not even flown on one. The new <a title="Eclipse Aviation" href="http://www.eclipseaviation.com/" target="_blank">Eclipse VLJ</a> is another loveable aviation product that's not even flying yet, but already a brand many pilots love.How do companies that sell products so few of us use or own -- create and shape brand equity so powerful that you love their products? There are many answers, but it's worth noting that companies that want to shape and maintain the high value of their brands (such as <a href="http://www.boeing.com/randy/archives/2005/07/shark_fins_and_1.html" target="_blank">Boeing</a> and <a href="http://fastlane.gmblogs.com/" target="_blank">GM</a>) are turning to blogging.There's one thing that's clear about brands - if you have one, it's being discussed in the blogosphere by your greatest supporters and harshest critics. If your company isn't blogging, it isn't part of the conversation. 10 application/xml false Boeing brand equity brand reputation Eclipse Aviation Harley Davidson Motorcycles There's one thing that's clear about brands - if you have one, it's being discussed in the blogosphere by your greatest supporters and harshest critics. If your company isn't blogging, it isn't part of the conversation. Mozilla/4.0 (compatible; MSIE 7.0; Windows NT 5.1; Dosware Team Internet Browser; .NET CLR 1.1.4322; .NET CLR 2.0.50727) 127.0.0.1 127.0.0.1 bfrench 71.196.246.102 false true false false true 174050 false false true false false false true 76407 blog blogsite/Blogsite/web