Branding Management

1. Presented By-
Neelesh Agrawal-
PGFC2032
Lilly Agarwal- PGFA2025
Ayushi Agarwal-
PGFC2014
Raghuvar Bansal-
PGMA2036
Ashi Bansal- PGMA2011
Yash Banga- PGMB2042
Online Branding
and
Reputation Management
(GROUP PROJECT)

2. Why this Online Brand Community
• Because few of our member own an iPhone
• It specifically talks about iPhones
• More engagement compared to others
• Accessible to all members
• 10 years old and private group with 222.5k members
• Quick response

3. Gratifications
• Sharing of Information as well as Knowledge

4. • Establishment of Social Relationship (as a group)
• Leisure and Fantasy
Gratifications

5. • Communication
Gratifications

6. • Idea Discussion
Gratifications

7. Characteristics of OBC
•Shared Consciousness
•Integration and fulfilment of needs
•Private in nature
•Share common values and behaviour
•Authenticity

8. These markers for Online Brand Communities can be categorized as:
• MEMBERSHIP
i. Make them feel involved
ii. Engage Regularly
• INFLUENCE (of Consumers on the Brand)
i. Co-creation
• INTEGRATION
i. Rewards-Spending-More Rewards
• EMOTIONAL CONNECT
i. Real advice for Real Problems
Key Markers of a Brand Community

9. •MEMBERSHIP
i. Make them feel involved
ii. Engage Regularly

10. •INFLUENCE (of Consumers on the Brand)
i. Co-creation
•INTEGRATION
i. Rewards-Spending
-More Rewards

11. • EMOTIONAL CONNECT
i. Real advice for Real Problems

12. Why Characteristics? Why Markers?
Brand
Community
(on Social
Media)
Obligation to
Society
Shared
Rituals and
Traditions
Shared
Consciousnes
s
Emotional
Connect
Members
hip
Integratio
n
Influence
Brand
Trust
Brand
Loyalty
Characteristics of
OBC
Key Markers of
OBC
(Once an
apple
user,
always an
apple
user)

13. THANK YOU!!