The foundations of brand communities

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A brief overview on brand communities.

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The foundations of brand communities

  1. 1. The foundations of a<br />BRANDCOMMUNITY<br />
  2. 2. The one difference between the brands that are listed on the first slide and brands like Wal-Mart is that the brands that are listed on the first slide all have their own brand community <br />
  3. 3. Brand communities usually include very loyal customers and fans of the brand’s products, such as these Harley-Davidson devotees <br />
  4. 4. Wal-Mart doesn’t really have a brand community. Which would explain why people rare walk around with this tattoo. <br />
  5. 5. Brand Community is a community formed on the basis of attachment to a product or marque…<br />DEFINATION<br />
  6. 6. Brand communities have three main characteristics<br />
  7. 7. 1. Brand Communitiesshare values and consciousness.- Starbucks customers value interacting in relaxed social settings.- Starbucks customers are also largely concerned about environmental protection.<br />
  8. 8. 2. Brand Communitiespreserve rituals and traditions- Mini owners wave and flash their headlights at each other when they drive pass each other. <br />
  9. 9. 3. Brand Communitiesfeel morally responsible towards the brand.- Briggs and Riley owners will never allow anyone to say that Samsonite make a better suitcase. <br />
  10. 10. Business managers often have the misconception that starting a social network group is the same as starting a brand community<br />
  11. 11. IMPORTANT!FACEBOOK IS NOT A COMMUNITYIT IS A TOOL<br />
  12. 12. Social networking sites like Facebook are like virtual versions of a community center. Community centers are just regular buildings unless community service programs are offered on the premise. Facebook works the same way. <br />
  13. 13. So how do we build a brand community?<br />
  14. 14. There are three rules that need to be followed.<br />
  15. 15. 1. Make it a BUSINESS strategy and NOT a marketing strategy<br />For a brand community to work, you must build your company around the brand community. <br />Every decision that is made in the business must take into consideration the need of the brand community. <br />Harley-Davidson made sure that their social events are ran by their employees and that their senior exacs were able to interact directly with the customers. <br />This had insured that every employee knew what their customers were concerned about, which transferred into the everyday decisions that were made. <br />
  16. 16. JEEP’s brand community of off-roader include not only JEEP owners, but also many non-owners. <br />This was because JEEP was able to establish a connection between the members and their love of off-road driving and the borderless lifestyle. This connection to a activity also acted as a catalyst which created a strong bond between the community members themselves. <br />Consumer’s attachment to product is weak and the bond to the brand is often broken as needs and wants change. <br />To maintain a stable community, businesses must build a strong bond between the community members themselves. <br />2. Community must serve the PEOPLEto create strong connections <br />
  17. 17. 3. PARTICIPATE in the community, but let it run its OWN course<br />Let your brand community grow at its own pleasure. Do not try to rein in and try to shape it into something that you think fits. Be a participant in the community, not the leader. <br />And through this, you can gather many ideas that are generated by the community, which may direct you to the direction of your brand development<br />
  18. 18. Insert brand here<br />

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