These slides are prepared by Arzoo Jain during the Brand Management course under Prof. Sameer Mathur. IIM Lucknow.

1. Building Brand Community Arzoo Jain
PGP31256

2. Building Brand Community
Brand Community is a community formed because of attachment to a product or service. It is part of brand resonance as
shown by the Keller's CBBE model.
The community serves as a platform for sharing between the user and the company
Characteristics of a brand community
Consciousness of a kind
Moral Responsibility
Shared rituals and passions

3. A brand community is a specialized, non-
geographically bound community, based on a
structured set of social relations among admirers
of a brand.
Brand equity, the value derived by the perception
rather than the product or service itself, is
determined by Keller’s CBBE model
Keller’s CBBE model
Brand Community

4. Brand Communities sit at the pinnacle of Brand Equity model.
Advantages of Brand Communities
• Lower Marketing Costs
• Provides access to brand extensions
• More premium
• Validates brand meaning
Brand communities thus help in making ardent followers who live by the brand and its motto
So, where does Brand Community fit in???
Source: http://www.van-haaften.nl/branding/corporate-branding/84-brand-equity

5. Brands that have strong communities
1. Apple started in 1976 as a computer company.
2. Focus on innovation with launch of breakthrough products
3. Community consists of consumers providing online support and discussion to fellow members
1. HD provides customization to its motorcycles thus building loyalty.
2. Community mainly organizes tours and rides for its members thus building attachment
3. Functional information regarding insurance and maintenance to improve customer experience
1. Jeep provides all terrain vehicle to the user base
2. Jeep leverages on its historical importance during WW-II

6. Keller’s CBBE Model
Apple follows a two pronged approach to building brand equity
• Functional approach: Appeal to the rational side of the consumer
• Emotional approach: Appeal to the emotional side of the consumer
Ad highlighting the speed, weight
and battery life i.e., the functional
benefit
Ad highlighting the
experience appealing to
the emotional aspect of
the consumers
Apple: Brand Resonance
Laptop, mobiles and music players
Reliable
Durable
Stylish
Trustworthy
Unique
Fun
Excitement
Satisfaction
Loyalty
Community
Engagement
Focus is although more on emotions

7. The two pronged approach has led to high brand equity of Apple
But this doesn’t lead to development of brand communities
Focus is on the consumers during media
communications creating engagementProviding support to communities on the official website
Apple’s support to community building
So, what is the critical factor???
YouTube: Think Differently

8. Apple’s support has led to the development of local groups across geographies and channels
YouTube channel from Apple Loyalists with the video on
screen comparing Samsung Galaxy 7 & iPhone 7
Guess who came out on top!!!
Several such communities exist
This has led to the development of
local groups across geographies
One use of communities in to
fight digital wars with other
organizations.
One such example of
passions running high.
Widespread Apple communitiesWidespread Apple communities

9. These groups help their members by providing training sessions, product reviews and technical support
Apple support group on Reddit providing reviews and technical support
A typical Apple support group
Communities helping in increasing the sales by
suggesting usage situations
Benefits of the communities to the users

10. Motorcycle
Stylish
High cc bike
Adventurous
Wild
Brave
Credibility
Serviceability
Rebellious
Individuality
Excitement
Community
Engagement
Brotherhood
The brand uses powerful imagery to engage customers
An image of normal Harley Davidson user
The brand has built itself to be brave and wild through
communication showing various adventurous situations
Harley Davidson, the iconic American denoting highway riding
defines the way in which long distance riding must be done
YouTube: Harley Davidson User
Harley Davidson: Brand Resonance

11. All the communication from the company indicate
the individuality and the bravery of its riders
The company promotes riding in group through
the various communications
Merchandise from Harley Davidson are also a
hit among the aficionados
Communication

12. Harley Davidson provides support to community building by providing several benefits
Discounts to official community members, life
insurance and many other customization benefits
Promoting rallies and events of groups
on its website
Support to Community Building

13. The community groups invite riders to join their
Network for the Harley Davidson experience.
Various benefits such as insurance, training guidelines
and joint tours are organized.
The groups are very active on social media with
Videos and customization done by users
showcased to generate publicity
H.O.G. Initiatives

14. Off Road automobile
Durability
Authenticity
Ingenuity
Determination
Historic Relevance
Quality
Credibility
Superiority
Passion
Freedom
Honor
Community
Jeep also follows a two pronged approach to building brand equity i.e through emotional as well as functional route
The brand uses imagery to
provide image of rough and
tough vehicle through
association with World War -II
The brand communication
showing the functional
aspects such as 4 wheel drive,
power take-all etc.
Jeep: Brand Resonance

15. The brand engages the customers through
various exercises like publicizing the “Jeep life”
on website and encouraging jeep owners to share
their experiences on social media
Events such as camping and road trips are also
promoted to develop a sense of community
among the owners
Engagement from Jeep

16. Community action has been one of the major reason of such a high brand
equity of Jeep brand that it has started to be used for any open 4 drive vehicle
Community video on YouTube
Various Jeep communities across the world provide
trips and technical support to their members
Advantages for the Jeep BrandAdvantages of communities to Jeep

17. A lot of companies are trying to build their own communities
Myth #1
A brand community is a marketing strategy
The Reality
A brand community is a business strategy
Harley Davidson not only advertises for the
consumers but also develops community
outreach program for its employees
Myth #2
A brand community exists to serve the business
The Reality
A brand community exists to serve the people in it
Gold’s Gym provided the gym enthusiast’s with a place
of interaction thus leading to building of a brand
Getting Brand Communities Right
But with little success.
The companies must avoid the following myths and correct their course according to the reality:
Source: HBR article https://hbr.org/2009/04/getting-brand-communities-right

18. Myth #3
Build the brand, and the community will follow
The Reality
Engineer the community and the brand will be strong
Pool( sharing set of abstract
beliefs):
Web (making multiple
one-to-one connections):
Hub (United by admiration
of an individual):
Myth #4
Brand communities should be love-fests for faithful
brand advocates
The Reality
Smart companies embrace the conflicts that make
communities thrive
Pepsi used opposition to Coca Cola as the gluing agent
for its community building exercise
Getting Brand Communities Right

19. Myth #5
Opinion leaders build strong
communities
The Reality
Communities are strongest when
everyone plays a role
CARE provides its members to play
different roles at different points of
time, thus keeping within the fold of
the organization.
Myth #7
Successful brand communities are
tightly managed and controlled
The Reality
Of and by the people, communities
defy managerial control
Harley Davidson uses “brotherhood” to
strengthen the community without the
managerial control
Myth #6
Online social networks are the key to a
community strategy
The Reality
Online networks are just one tool, not
a community strategy
L'Oreal uses a mix of social and off-line
interaction for is various brands based
on their niche and brand authority
Getting Brand Communities Right

20. In today’s world, building a brand community has become more important
due to the proliferation of brands in consumer’s awareness set.
Summary
Increases customer loyalty
Lowers marketing costs
Authenticates brand meanings
Yields an influx of ideas to grow the business
Companies can cultivate brand communities through:
• Commitment
• Engagement
• Support
Brands with Communities
When you get community right, the benefits are irrefutable.
Benefits of strong brand community

21. Disclaimer
This presentation was prepared during the Brand Management course taught by Prof. Sameer Mathur at IIM Lucknow
Arzoo Jain Prof. Sameer Mathur