Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
     Brand      community<br />11-Feb-10<br />1<br />
Introduction<br />     Group of people interacting with one another based on their       v   love of a brand<br />        ...
Connects companies/brands with customers/ prospects/influencers/members<br />Connects members with each other<br />Connect...
Characteristics of a Brand Community<br />11-Feb-10<br />4<br />
11-Feb-10<br />5<br />
Characteristics of a Community Member<br />11-Feb-10<br />6<br />
11-Feb-10<br />7<br />ConnectorsConnects people to each other<br />Mavens<br />Connects people through sharing knowledge<b...
Why Build a                                  Brand Community ?<br />11-Feb-10<br />8<br />
11-Feb-10<br />9<br />Brand Communities - The End Game<br />
Brand Communities – Direct Benefits<br />11-Feb-10<br />10<br />
Brand Community Pillars<br />11-Feb-10<br />11<br />
11-Feb-10<br />12<br />
Types of                                   Brand Communities <br />11-Feb-10<br />13<br />
The 9 Types of Brand Community <br />High<br />Brand<br />Meritocracy<br />Brand <br />Cult<br />Brand <br />Network<br />...
11-Feb-10<br />15<br />Examples<br />
11-Feb-10<br />16<br /><ul><li>Motorcycle clubs
Rallies
Museums
Factory Visit</li></ul>www.harley-davidson.com/Experience<br />
11-Feb-10<br />17<br />
11-Feb-10<br />18<br /><ul><li>Thousands of Macintosh, iPod and iPhone users
 Search for an answer, post your question, or answer other users' questions </li></ul>discussions.apple.com<br />
11-Feb-10<br />19<br />
11-Feb-10<br />20<br /><ul><li>Training
Events
News
Support
Upcoming SlideShare
Loading in …5
×

Brand Community

5,113 views

Published on

Published in: Education
  • Be the first to comment

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 />

×