Brand Community – Value Creation

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A presentation by my group for Relationship Marketing course

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Brand Community – Value Creation

  1. 1. Brand Community – Value Creation Relationship Marketing (BUSM07) Lecturer: Johan Anselmsson Authors: GROUP 18 Franziska Kittl Javier A. Silva Maria Victoria Pazo Pavel Vassiljev Remy van Leeuwen
  2. 2. Defining the Term <ul><li>“ A brand community is a specialized, non-geographically bound community, based on a structured set of social relationships among admirers of a brand. It is specialized because at its center is a branded good or service. Like other communities, it is marked by a shared consciousness , rituals and traditions , and a sense of moral responsibility .” </li></ul><ul><li> (Muñiz & O‘Guinn, 2001) </li></ul>
  3. 3. Our Interest in the Topic <ul><li>Brand Communities have potential to keep increasing in importance and becoming a vital area for marketers to be competent in. </li></ul><ul><li>Value is co-created by both the company and the consumer. Brand community is a tool, which helps to build value. </li></ul><ul><li>The topic of brand communities was narrowed down to how could these communities create value for both the consumer and the company. </li></ul>
  4. 4. <ul><li>12 value-creating practices in 4 categories: </li></ul>Schau, Muñiz & Arnould (2009): How Brand Community Practices Create Value <ul><li>Social Networking Practices </li></ul><ul><li>Welcoming </li></ul><ul><li>Empathising </li></ul><ul><li>Governing </li></ul><ul><li>Impression Management Practices </li></ul><ul><li>Evangelising </li></ul><ul><li>Justifying </li></ul><ul><li>Community Engagement Practices </li></ul><ul><li>Staking </li></ul><ul><li>Mile stoning </li></ul><ul><li>Badging </li></ul><ul><li>Documenting </li></ul><ul><li>Brand Use Practices </li></ul><ul><li>Grooming </li></ul><ul><li>Customising </li></ul><ul><li>Commoditising </li></ul>
  5. 5. The Effects of Practices <ul><li>Practices endow participants with cultural capital . </li></ul><ul><li>Practices produce a repertoire for insider sharing. </li></ul><ul><li>Practices generate consumption opportunities. </li></ul><ul><li>Practices evince brand community vitality. </li></ul><ul><li>Practices create value. </li></ul>
  6. 6. Managerial Implications <ul><li>Companies should provide customers with the opportunities and material needed to actively perform the practices. </li></ul><ul><li>Companies can grow instead of simply exploiting “customer competence” and, thereby, building more co-creative brand partners. </li></ul><ul><li>Firms should foster or sponsor social networking practices to build and sustain the community and to inspire further co-creation. </li></ul>
  7. 7. Questions <ul><li>Do all brands have what it takes to build a brand community around them? </li></ul><ul><li>What tools can be the most useful for marketers to enhance brand community experiences? </li></ul><ul><li>Is brand communities just a trend or something more permanent? </li></ul>
  8. 8. Thank You For Your Attention!

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