The document discusses characteristics of successful brand communities. It provides examples of the Harley-Davidson Owners' Group, Porsche Owners Club, and Macintosh User Groups as brand communities that promote shared values and experiences. The communities are made up of passionate brand loyalists and provide social and technical support for their members. Successful brand communities embrace independence while reflecting the brand's identity and priorities like American heritage for Harley riders or performance for Porsche owners.

1. Sec A
Rahul Ranjan | PGP31102
Indian Institute of Management, Lucknow

2. like-minded consumers who identify with a particular brand
and share significant traits
shared consciousness, rituals, traditions, and a sense of moral
responsibility towards brand
a cohesive group that
reflects the brand’s values
embrace the brand identity in gradations from the non-
committal to the true brand enthusiast.

4. Harley-Davidson Owners’ Group (HOG)
 sponsored community marketing club
 Most vocal brand enthusiasts
 promote not just a consumer product,
but a lifestyle
 Focus on authenticity and pride in
being American-made
 IMUG,CMUG and I/OMUG
o Every dealership can sponsor events
o Motor rallies
o Custom motor shows
o Road trips
o Maintain websites
EventsABOUT
BeingAmerican
Individualism
Rebellion
Freedom
Characteristics
All age group
Motorbike aficionados
Independent
Trendy and Cult followers
MembersVideo Link

5. Porsche Owners Club
 Well structured with clubs organized in
geographic regions across the United
States and Canada
 Club meetings, dinners and social
events are held, along with driving
instruction and track events
o Autocross - An autocross is a closed-
course driving event where the
objective is to complete the course
in a safe manner in the shortest
amount of time possible
o Driver Education
o Rallies
o Concours - A concours is a judged
event where cars are prepared to "as
delivered" condition
o Porsche Parade
Events
ABOUT
exclusivity
tradition
Prestige
The mystique of owning a legendary sports car
Characteristics
Successful
performance-oriented
independent and
passionate about their vehicles
Members

6. Macintosh User Groups
 Apple computer users dedicated to the
Macintosh platform, Apple computers,
software and related technology
 independently operated and have no
formal connection to the company
 IMUG,CMUG,I/OMUG
o local chapters organized around the
world
o Free of charge services
o support services to its members
including training sessions, product
reviews and technical support
o Monthly meetings
EventsABOUT
Independence
Individualism
strong loyalty to the Apple brand
Characteristics
Tech Savvy
performance-oriented
Updated
Members

7. ALSO

8. It Gives a Brand
promotional and brand opportunities
intrinsically motivated to engage
best promoters-Word-of-
mouth influence
Instant support for your new products or brand
extension
won’t lose your influencer relationships
help you collect important data integrate your brand community insight with CRM
Membership programs can deepen customer relationships Increase the effectiveness of your other marketing initiatives

9. Typical Characteristics of Brand Communities
Humble
Roots
Indepen
dence
Visible
Leaders
Niche
Brands

10. Typical Characteristics of Brand Communities Contd..
Loyal
Customers
Evangelism
Product
Focus

11. De-Mystifying Some Myths
 A brand community is a marketing strategy.
business
A brand community exists to serve the business.
people

12. De-Mystifying Some Myths
 Build the brand, and the community will follow
Engineer the Community, the brand will be strong
 Brand communities should be love-fests for faithful brand advocates
Smart companies embrace the conflicts that
make communities thrive

13. De-Mystifying Some Myths Contd..
 Opinion leaders build strong communities
Communities are strongest when everyone plays a role
 Online social networks are the key to a community strategy
Online networks are just one tool, not a community strategy

14. De-Mystifying Some Myths Contd..
Of and by the people, communities defy
managerial control
 Successful brand communities are tightly managed and controlled

15. It’s All About Brand Resonance

16. FEW WAYS TO BUILD BRAND COMMUNITIES
Focus on
your
customer
’s needs
Think
local
Don’t
merely
moderat
e
Observe
the 1-9-
90 rule
Foster
many-to-
many
relations
hips
Keep it
simple
Let your
advocate
s
advocate

17. FEW WAYS TO BUILD BRAND COMMUNITIES Contd..
Say
“hey.”
Foster
peer
celebrity
Don’t
create
“more.

18. FEW WAYS TO BUILD BRAND COMMUNITIES ON
SOCIAL MEDIA
Ask — and
listen to —
what people
want
Put fans at the
center of your
strategy
Know your
audience well
Embrace
authenticity

19. Howtocreatestrongbrand
communities

20. REFERENCES
 https://en.wikipedia.org/wiki/Harley_Owners_Group
 https://www.americanexpress.com/us/small-business/openforum/articles/10-tips-for-building-brand-
communities-1/
 http://www.businessnewsdaily.com/8489-brand-community-social-media.html
 http://www.terrella.com/bcmarketingwp2.pdf
 https://hbr.org/2009/04/getting-brand-communities-right
 http://cdgroup.blogs.com/design_channel/brand_communities.pdf
 http://www.emeraldinsight.com/doi/full/10.1108/03090560810862516
 http://www.mavrck.co/9-reasons-you-need-a-brand-community-for-your-most-influential-customers/

21. This project was done as a part of Individual
Assignment for academic purpose under the
guidance of
Prof. Sameer Mathur, Faculty, Brand
Management,
Indian Institute of Management, Lucknow