Getting Brand Communities right

1. GETTING BRAND
COMMUNITIES
RIGHT
Group 8, Section B,
Class of 2017
Ankita Gupta (PGP31250)
Nandita Prasad (PGP31277)
Shweta Chauhan (PGP31292)
Submitted to- Prof. Sameer Mathur

2. BRAND COMMUNITIES
• A GROUP OF ARDENT CONSUMERS ORGANISED AROUND THE LIFESTYLE,
ACTIVITIES, AND ETHOS OF THE BRAND.
• IT IS FORMED ON THE BASIS OF ATTACHMENT TO A PRODUCT.

3. CONSUMER BASED BRAND EQUITY MODEL

4. HARLEY DAVIDSON’S BRAND EQUITY
Loyal
community
Freedom
Enjoyment
Stylish
Unique
Rebellious
Hedonic
American-
style
Good Quality
Motorcycles

5. MYTH #1: A BRAND COMMUNITY IS A
MARKETING STRATEGY
Reality -
A brand community
is a business
strategy.
Harley Consumers Group (H.O.G.)
Sponsore
d commu
nity
member
club
Regular
events
reinforcin
g the
brand’s
message
Executive
Involveme
nt

6. MYTH #2 : A BRAND COMMUNITY EXISTS TO
SERVE THE BUSINESS
Reality -
A brand community
exists to serve the
people in it.
Communities serve
variety of purposes
including meeting
the member’s
specialised needs
Robust
communities are
build on an
understanding of
member’s lives
In India, Sunsilk
successfully
created a
community around
it using the
website Sunsilk
Gang of Girls

7. SUNSILK GANG OF GIRLS

8. MYTH #3: BUILD THE BRAND, COMMUNITY WILL
FOLLOW
Pools: Shared
activity, goal or
value
Apple Enthusiasts
Republicans vs
Democrats
Webs: Personal
relationships are
the key
Facebook
Cancer Survivor
Network
Hubs: A
charismatic
figure in the
centre
Deepak Chopra
Oprah
Reality:
Engineer the
community, and
the brand will
follow

9. HARLEY-DAVIDSON
Harley Davidson Museum: Rivet
Walls
Heath Kirchart: Harley
Davidson Forty-Eight

10. MYTH #4: BRAND COMMUNITIES SHOULD BE LOVE-FESTS FOR
FAITHFUL BRAND ADVOCATES
Reality:
Smart companies
embrace the
conflicts that make
communities thrive

11. TIMES OF INDIA VERSUS HINDUSTAN TIMES

12. Hindustan times engaging in rivalry with TOI

13. MYTH #5: OPINION LEADERS BUILD STRONG COMMUNITIES
REALITY: COMMUNITIES ARE STRONGEST WHEN EVERYONE
PLAYS A ROLE
COMMON COMMUNITY ROLES
HistorianMentor Learner Decision Maker
Story Teller
Celebrity
Partner

14. MYTH #6: SOCIAL MEDIA KEY TO COMMUNITY STRATEGY
They are
just a tool,
not a
strategy

15. TOOLS TO CONNECT
Social
interaction
Ex. Figment
(for teenagers
who love to
read)
Ex.
Being Girl
by P&G
Expert
affiliation
Ex. Oracle

16. HARLEY-DAVIDSON
Bike rallies
Community
gatherings
Global tour

17. MYTH #7: SUCCESSFUL BRAND COMMUNITIES
ARE TIGHTLY MANAGED
CO-CREATE
USE
COMMINITY
SCRIPT
SUPPORT
ENHANCE
EXPERIENCE

18. COMMUNITY SCRIPTS
The tribe The barThe patioThe sewing circle The fort
The tour
group
The performance
space
The summer
camp
The barn
raising

19. INDIAN CONTEXT
POWER
DISTANCE Wouldn’t
Motivation to
form and
participate in
Brand
community be
different?

20. MOTIVES AND COMMUNITY CHARACTERISTICS
Behaviour
-Consciousness of kind
-Moral responsibility
-High familiarity with
shared rituals and
traditions
Ex.
-Being Human:
Salman Khan fans
community
-Satyamev Jayte:
Amir Khan fans
community
-MTV followers

21. CONCLUSION!
COMMUNITIES ARE
POTENT STRATEGY IF
APPROACHED WITH
RIGHT MINDSET &
SKILLS
Influx of ideas
to grow
business
Lowers
marketing cost
Customer
loyalty
Authenticates
brand
meaning
engagements
commitments

22. THANK YOU