While numerous brands have created pages on existing social networking sites such as Facebook and MySpace, a handful of brands (e.g., BMW, Mercedes-Benz, MTV) have taken the idea a step further and created their own networking domains from scratch. One example is the MyClubBMW.cn site that BMW launched in April 2009 in China. The goal of such sites is to strengthen brand loyalty among brand users. Is setting up a branded social site instead of using an existing mainstream networking site something other brands should consider? What are the key advantages? What are possible downsides? For what kind of brands and in what type of countries would branded social networks be a worthwhile strategy?