The Jeep Brand

Black_Dog · **Posted:** Sun Oct 07, 2007 10:09 pm

“The new ALL Jeep Liberty.” Sad isn’t it. Jeep has to tell us it’s ALL Jeep because everyone (rightfully) thinks it’s really a Dodge. Yeah, I’d say they have a branding problem.

Metrowest_Kev · **Posted:** Sun Oct 07, 2007 11:29 pm

Thanks for all the feedback. I'd like to take this in a new direction.... How has the Jeep "community" affected your loyalty to the brand? Has Jeep (the company) been effective at fostering and developing the Jeep community and, in doing so, increased your brand loyalty?

Personally, LOST has strengthened my loyalty to the Jeep brand. LOST, an informal organization (and by "informal" I mean it's not owned by Jeep), is the most valuable brand strengthening attribute for me as a customer. When considering my next vehicle purchase, I'll probably overlook some of my KJ's problems because I found the know-how to fix them right here. Additionally, I would never give the Patriot or Compass a glance. But, because of LOST, I'm aware and basically knowledgeable of these models. In my eyes, LOST is far more valuable to Jeep brand than any Jeep (the company) activities, such as their websites, magazines, or events.

What are some other "communities" that help their brands? The one I opened this thread with is Harley Davidson and H.O.G. H.O.G. is Harley-sponsered. One of their motives in starting H.O.G. was to control of their community image and try to diminish the affects of the Hell's Angels image.

Black_Dog · **Posted:** Tue Oct 09, 2007 11:15 am

This article at Advertising Age might be a good source for your paper.

More Jeep Models May Mean Less Brand Equity

The Jeep Brand

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