(MBASkills.IN) Building Brand Communities
•
1 like•56 views
These slides are prepared by Hemant Verma during the Brand Management course under Prof. Sameer Mathur. IIM Lucknow.
Recommended
More Related Content
Similar to (MBASkills.IN) Building Brand Communities
Similar to (MBASkills.IN) Building Brand Communities (20)
More from Sameer Mathur
More from Sameer Mathur (20)
Recently uploaded
Recently uploaded (20)
(MBASkills.IN) Building Brand Communities
- 1. Building Brand Communities Hemant Verma PGP31377 Brand Management, Sec-B
- 2. What is BRAND COMMUNITY?? “A specialized, non- geographically bound community, based on a structured set of social relations among admirers of a brand”
- 3. Why BRAND COMMUNITIES ?? Customer loyalty Glowing recommendations Customer Connections New Marketing Ideas Customer Engagement
- 4. Brand Resonance Pyramid Behavioral Loyalty Attitudinal Attachment Sense of Community Active Engagement All part of “BRAND COMMUNITY”
- 5. HARLEY OWNERS GROUP A sponsored community marketing club, operated by Harley Davidson. Created in 1983, to build long lasting relationship among customers and company Over 1,000,000+ members worldwide. “Largest factory sponsored riding club in the world”
- 6. HARLEY OWNERS GROUP “Granddaddy of all community building efforts” Prototype of subculture of consumption- a distinctive subgroup of society that self- selects on the basis of a shared commitment to a particular product class, brand, or consumption activity Symbolizes unique ‘Lifestyle’
- 7. HARLEY OWNERS GROUP Provides following membership benefits- H.O.G Rallies & Events H.O.G Chapters Harley Davidson Museum H.O.G Merchandise H.O.G Newsletter H.O.G Touring Handbook H.O.G Magazine H.O.G Roadside Assistance Coverage H.O.G Mileage Recognition Members service center Theft Reward Program Harley Davidson Insurance H-D Visa Signature Card
- 8. H.O.G Media Presence Dedicated website for H.O.G members Presence on Social media platforms such as Facebook, Twitter etc Region wise dedicated pages on Facebook, Twitter, with almost daily updates
- 9. Harley Davidson Advertisements Most of the Harley Davidson advertisements revolve around the theme of Adventure and Travelling Brings out sense of fun riding Harley with others on a journey Provide chance for people to come together and be as a community with similar lifestyle
- 10. Harley Davidson in News Product innovation of Harley has always gather a lot of media attention Gives opportunities for communities to discuss about the new technology News and media companies also open up their social media platforms for discussion and more information
- 11. APPLE Community Exchange Apple product related news, stories, updates, resolve issues and speculate rumors Platform for Apple related discussion among people Both official and unofficial online platforms More than 800 groups worldwide, with 25-1 M+ members
- 12. APPLE Community Other online Non Official Apple Forums 9to5Mac Apple Insider iMore HardMac Mac OS Rumors Mac Issues MacRumors Mac Scoop Mac World
- 13. Media Presence- APPLE Community Highly followed social media pages on major social media platforms like Twitter, Facebook, Google+
- 14. APPLE Advertisements Multiple Print media advertisement focusing on multiple aspects Utilitarian Social Impact Nature Sustainability Highlighting social and environmental connections brings Apple closer to the community
- 15. APPLE in News Apple has always been in news due to its great demand in the global market The new product launch such as iphone have seen immense curiosity among users and long queues Product innovativeness and its direct rivalry with Samsung has been popular points of discussion among people
- 16. JEEP Community Multi functional communities and forums having Jeep’s adventurous expeditions plans and events, resolving technical needs and issues Multiple online platforms ranging from forums to blogs to dedicated websites, featuring social interaction among Jeep enthusiasts
- 18. Media Presence- JEEP Community Facebook Twitter Google+
- 19. JEEP Advertisement Jeep’s advertisements are full of wilderness. Series of ads promoting lifestyle of adventure- Attracting adventure seekers Portrays tough looks with thrilling and dangerous location shoots- hitting the masculine side of users
- 20. • What is Brand Community? • Why Brand Communities? • Link with theory- Brand Resonance Model • Brand Communities examples- Harley Owners Group Apple Community Jeep Community Summary
- 21. This presentation was created by Hemant Verma, IIM Lucknow under the course curriculum of Brand Management taught by Prof. Sameer Mathur, IIM Lucknow Disclaimer