Brand Community

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  • Brand Community – Also Called Customer CommunityFan Club Brand Wiki Members Ambassador ProgramStakeholder/Developer Forum Advisory Panel Beta Testing Group
  • Brand Community

    1. 1. Brand community<br />11-Feb-10<br />1<br />
    2. 2. Introduction<br /> Group of people interacting with one another based on their v love of a brand<br /> Formed on the basis of attachment to a product or brand<br /> It focuses on the connections between consumers <br />11-Feb-10<br />2<br />
    3. 3. Connects companies/brands with customers/ prospects/influencers/members<br />Connects members with each other<br />Connects members with non-members/prospective members<br />Brand “Community Triangle”<br />11-Feb-10<br />3<br />
    4. 4. Characteristics of a Brand Community<br />11-Feb-10<br />4<br />
    5. 5. 11-Feb-10<br />5<br />
    6. 6. Characteristics of a Community Member<br />11-Feb-10<br />6<br />
    7. 7. 11-Feb-10<br />7<br />ConnectorsConnects people to each other<br />Mavens<br />Connects people through sharing knowledge<br />Salesman<br />Uses knowledge to engage and persuade<br />
    8. 8. Why Build a Brand Community ?<br />11-Feb-10<br />8<br />
    9. 9. 11-Feb-10<br />9<br />Brand Communities - The End Game<br />
    10. 10. Brand Communities – Direct Benefits<br />11-Feb-10<br />10<br />
    11. 11. Brand Community Pillars<br />11-Feb-10<br />11<br />
    12. 12. 11-Feb-10<br />12<br />
    13. 13. Types of Brand Communities <br />11-Feb-10<br />13<br />
    14. 14. The 9 Types of Brand Community <br />High<br />Brand<br />Meritocracy<br />Brand <br />Cult<br />Brand <br />Network<br />Ambassador<br />Club<br />Advisory<br />Panel<br />Brand<br />Forums<br />Depth Of<br />Involvement<br />Brand <br />Nation<br />Influencer<br />Group<br />Fan <br />Club<br />Low<br />Low<br />High<br />Exclusivity<br />
    15. 15. 11-Feb-10<br />15<br />Examples<br />
    16. 16. 11-Feb-10<br />16<br /><ul><li>Motorcycle clubs
    17. 17. Rallies
    18. 18. Museums
    19. 19. Factory Visit</li></ul>www.harley-davidson.com/Experience<br />
    20. 20. 11-Feb-10<br />17<br />
    21. 21. 11-Feb-10<br />18<br /><ul><li>Thousands of Macintosh, iPod and iPhone users
    22. 22. Search for an answer, post your question, or answer other users' questions </li></ul>discussions.apple.com<br />
    23. 23. 11-Feb-10<br />19<br />
    24. 24. 11-Feb-10<br />20<br /><ul><li>Training
    25. 25. Events
    26. 26. News
    27. 27. Support
    28. 28. Sport music</li></ul>www.nikeplus.com<br />
    29. 29. 11-Feb-10<br />21<br />
    30. 30. 11-Feb-10<br />22<br />community.dell.com<br />
    31. 31. 11-Feb-10<br />23<br />www.bbc.co.uk/communicate<br />
    32. 32. 11-Feb-10<br />24<br /><ul><li>Formerly known as Coke Music and Coke Studios
    33. 33. Main focus of the game was to socialise, mix music, and decorate various interiors</li></ul>www.mycoke.com<br />
    34. 34. 11-Feb-10<br />25<br /><ul><li>Share
    35. 35. Vote
    36. 36. Discuss
    37. 37. See</li></ul>mystarbucksidea.force.com<br />
    38. 38. Conclusion<br />11-Feb-10<br />26<br />To unlock the full potential of brand communities, marketers must consider ways to: <br /><ul><li>Add value to the consumer experience
    39. 39. Earning the consumer’s attention outside the context of the purchase or use of the brand.</li></li></ul><li>Thank You<br />11-Feb-10<br />27<br />

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