How to Build up Company-Managed Online Brand Community to Implement SMEs Branding? Inspirations from Empirical Investigation

One of primary factors that hinders the development of SMEs (small and medium-sized enterprises) is their relatively backward brand building. The traditional view is that SMEs, because of their limited resource, cannot make great achievements in branding. However, the increasing impact of Internet leads to great changes in models and means of brand building. Currently, with their online brand communities developed, a certain SMEs have won the brand awareness among the customers, and thus promoted the development of the enterprises. Based on the case studies of MEIZU Technology Co., Ltd., a local enterprise in Zhuhai, China, this paper proposes some strategies and methods as references for SMEs to implement their online brand communities in digital age, in support of their brand building.