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Brand Community – Value Creation

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A presentation by my group for Relationship Marketing course

A presentation by my group for Relationship Marketing course

Published in: Business, Technology
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  • 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. Defining the Term
    • “ 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 .”
    • (Muñiz & O‘Guinn, 2001)
  • 3. Our Interest in the Topic
    • Brand Communities have potential to keep increasing in importance and becoming a vital area for marketers to be competent in.
    • Value is co-created by both the company and the consumer. Brand community is a tool, which helps to build value.
    • The topic of brand communities was narrowed down to how could these communities create value for both the consumer and the company.
  • 4.
    • 12 value-creating practices in 4 categories:
    Schau, Muñiz & Arnould (2009): How Brand Community Practices Create Value
    • Social Networking Practices
    • Welcoming
    • Empathising
    • Governing
    • Impression Management Practices
    • Evangelising
    • Justifying
    • Community Engagement Practices
    • Staking
    • Mile stoning
    • Badging
    • Documenting
    • Brand Use Practices
    • Grooming
    • Customising
    • Commoditising
  • 5. The Effects of Practices
    • Practices endow participants with cultural capital .
    • Practices produce a repertoire for insider sharing.
    • Practices generate consumption opportunities.
    • Practices evince brand community vitality.
    • Practices create value.
  • 6. Managerial Implications
    • Companies should provide customers with the opportunities and material needed to actively perform the practices.
    • Companies can grow instead of simply exploiting “customer competence” and, thereby, building more co-creative brand partners.
    • Firms should foster or sponsor social networking practices to build and sustain the community and to inspire further co-creation.
  • 7. Questions
    • Do all brands have what it takes to build a brand community around them?
    • What tools can be the most useful for marketers to enhance brand community experiences?
    • Is brand communities just a trend or something more permanent?
  • 8. Thank You For Your Attention!

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