Notes on Chapter 12

For today's "course content" contribution, I'm asking team Cinnamon Goose to look at chapter 12: "iBrands: The New Face of the Consumer."

Here are some notable passages:

p. 179
"One way to help consumers build their iBrands as producers is to give them the right raw materials. Just as manufacturers need a supply chain, consumer iBrands require raw materials to spark the motivation to create."

p. 181
"There is a big social media payoff in today's Internet dependent world: Offline experiences have become a gold mine of raw material that consumers draw upon in producing online content that adds value to their iBrand equity and, at the same time, to our own."

p.181
"Others will attempt to contribute to the ongoing digital conversation - only to become the victim of their heritage of poor service as Web 2.0 consumers build their iBrands by tearing down those products and service companies that disappoint."

p. 185
"The 'friendships' with iBrands you want to develop are not as numerous as you might think. Even if you have a large, loyal online community following your brand, you may not have many at all who are actually dedicated consumer iBrands."

p. 188
"[Marketing agencies] must develop programs that maximize how the client's entire enterprise contributes to the value and growth of its consumers' iBrand equity."

In particular, what does "consumers' iBrand equity" refer to?