Product details

The case addresses the topic of how brand communities can help firms build brand equity, relationship-based competitive advantage and new business oppportunities. The case analyses the project development and the launch of the virtual community www.ducati.com, the brand community of the Ducatisti on-line, a strategic upgrade of the official Ducati website. The case also describes the results achieved by this project in the first two years of activity. Ducati.com is a good example of how it is possible to build a brand community in accordance with the pre-conditions needed for a community to foster members'' participation. Ducati.com has been successful (comparing the results with the project goals) because it has respected the principles of brand community management and those of collaborative marketing (defined as value exchange perceived as fair by all the nodes in the value net).