Brand community - Marketing Management - Manu Melwin Joymanumelwin
A brand community is a community formed on the basis of attachment to a product or marque. Recent developments in marketing and in research in consumer behavior result in stressing the connection between brand, individual identity and culture.
Brand community - Marketing Management - Manu Melwin Joymanumelwin
A brand community is a community formed on the basis of attachment to a product or marque. Recent developments in marketing and in research in consumer behavior result in stressing the connection between brand, individual identity and culture.
State of Online Branded Communities WebinarComBlu, Inc.
Comblu's third annual study on community and engagement. Get an in-depth understanding on what best practices make branded communities perform. Learn who is leading the pack and why.
If you want to understand the true value of your content, develop a definitive strategy to maximize its value and understand the processes required to deliver back a significant return, you have found the right resource.
This is the latest instalment of our best practice series "Is Social Media more Hype than Hope?". Gaetano Squillante, ex-global head of social and digital at Adidas, and who currently leads digital strategy efforts across Havas Media APAC, presents a compelling piece on why social media efforts should be seen as part of an experiential/holistic ecosystem and to deliver a positive brand experience.
State of Online Branded Communities WebinarComBlu, Inc.
Comblu's third annual study on community and engagement. Get an in-depth understanding on what best practices make branded communities perform. Learn who is leading the pack and why.
If you want to understand the true value of your content, develop a definitive strategy to maximize its value and understand the processes required to deliver back a significant return, you have found the right resource.
This is the latest instalment of our best practice series "Is Social Media more Hype than Hope?". Gaetano Squillante, ex-global head of social and digital at Adidas, and who currently leads digital strategy efforts across Havas Media APAC, presents a compelling piece on why social media efforts should be seen as part of an experiential/holistic ecosystem and to deliver a positive brand experience.
How to Build A Big Brand Without Money In 2024.pdfSmartSkill97
In today’s competitive market, let’s talk about how establishing a big brand presence without significant financial resources can seem like a daunting task. But with the right strategic planning and leveraging available resources effectively, it's possible to build a unique identity and gain traction in your market segment.
I've seen many videos about building big brands, but the issue is, most of the time people don't have much money or resources. However, if you really want to create something valuable for customers and help them improve their lives, you can still do it even with limited resources. Let’s break down all the key steps:
This guide offers advice on how social listening can inform branding strategies. Specifically, we discuss:
- How businesses can better understand their brand identity
- How to identify gaps in a market
- How to create meaningful customer experiences
It Takes a Community to Raise a Brand, Not a CampaignSean Moffitt
In today's marketplace, it truly does take a community not a campaign to raise a brand. Inside, you will find the definition of, reasons for, types of, 18 steps to build and 51 examples of brand communities as pulled together by Sean Moffitt from Agent Wildfire. I hope you enjoy and benefit from our successes, mistakes and learning.
It Takes a Community to Raise a Brand - by Sean MoffittSean Moffitt
In today's marketplace, it really does take a community, not a cleverly made campaign to raise a brand. Whether its a wiki, fan club, online network or fully fledged brand community, the brands geared for the new business and customer environment are embracing their stakeholders in neat and inventive ways. Inside you\'ll find out the who, how, why and whats of building brand communities, the steps involved and 51 examples of interesting brand community platforms.
Seagull Advertising, a 17 year old Branding and Advertising agency from Pune, recently held a Digital Summit on branding in the digital age at Courtyard Marriott, Pune. Hosted by Seagull’s MD Mr. Sameer Desai, the event saw more than 116 participants, including brands like Thermax, Kirloskar Brothers, Lokmat, Sakal, Reliance, 3Di Systems and Solutions, P. N. Gadgil Jewellers, Amanora, O & P Hospital, Kalpaturu, Foliage Outdoors, Jaihind, Akemi Excellence, NeoGrowth, Crème Pure, MAD Beverages and more.
Mr. Sameer Desai touched upon the necessity and benefits of branding in the digital space, backed by powerful case studies. His simple but vital insights about the use of digital medium to help brands connect with their audience, gained a lot of appreciation.
Palestine last event orientationfvgnh .pptxRaedMohamed3
An EFL lesson about the current events in Palestine. It is intended to be for intermediate students who wish to increase their listening skills through a short lesson in power point.
Embracing GenAI - A Strategic ImperativePeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
Acetabularia Information For Class 9 .docxvaibhavrinwa19
Acetabularia acetabulum is a single-celled green alga that in its vegetative state is morphologically differentiated into a basal rhizoid and an axially elongated stalk, which bears whorls of branching hairs. The single diploid nucleus resides in the rhizoid.
Instructions for Submissions thorugh G- Classroom.pptxJheel Barad
This presentation provides a briefing on how to upload submissions and documents in Google Classroom. It was prepared as part of an orientation for new Sainik School in-service teacher trainees. As a training officer, my goal is to ensure that you are comfortable and proficient with this essential tool for managing assignments and fostering student engagement.
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
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
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