Uploaded byAbhishek Agarwal
Brand Community
This document discusses brand communities, which are groups of people who interact based on their shared interest in a brand. It outlines how brand communities connect companies to customers and members to each other. Some key characteristics of brand communities include shared consciousness, rituals and traditions, and a sense of moral responsibility. The document then explores why companies build brand communities and some direct benefits, such as increased customer loyalty and brand advocacy. It also presents different types of brand communities that vary in exclusivity and members' involvement, like fan clubs, forums, and ambassador groups. Examples are provided and the conclusion stresses adding value to consumers outside of purchases.
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Brand Community
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- 2. Introduction Group of people interacting with one another based on their v love of a brand Formed on the basis of attachment to a product or brand It focuses on the connections between consumers 11-Feb-102
- 3. Connects companies/brands withcustomers/ prospects/influencers/membersConnects members with each otherConnects members with non-members/prospective membersBrand “Community Triangle”11-Feb-103
- 4. Characteristics of aBrand Community11-Feb-104
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- 6. Characteristics of aCommunity Member11-Feb-106
- 7. 11-Feb-107ConnectorsConnects people toeach otherMavensConnects people through sharing knowledgeSalesmanUses knowledge to engage and persuade
- 8. Why Build a Brand Community ?11-Feb-108
- 9. 11-Feb-109Brand Communities -The End Game
- 10. Brand Communities –Direct Benefits11-Feb-1010
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- 13. Types of Brand Communities 11-Feb-1013
- 14. The 9 Typesof Brand Community HighBrandMeritocracyBrand CultBrand NetworkAmbassadorClubAdvisoryPanelBrandForumsDepth OfInvolvementBrand NationInfluencerGroupFan ClubLowLowHighExclusivity
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- 21. 11-Feb-1018Thousands of Macintosh,iPod and iPhone users
- 22. Search foran answer, post your question, or answer other users' questions discussions.apple.com
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Editor's Notes
- #2 Brand Community – Also Called Customer CommunityFan Club Brand Wiki Members Ambassador ProgramStakeholder/Developer Forum Advisory Panel Beta Testing Group