Building brand community_pgp31335

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Transcript of Building brand community_pgp31335

PowerPoint Presentation

BUILDING BRAND COMMUNITIES

Brand community is a specialized community of consumers and employees whose identification and activities focus around the brand

1TO CREATE BRAND RESONANCE

Brand community lies in the top most stage of Brand Building

2TO CREATE VALUE AND BOND

FUNCTIONAL VALUEECONOMIC VALUEEMOTIONAL VALUE

Created by Brand communities

3TO ADDRESS SOCIAL NEEDS

Brand communities lead to fulfilment of needs of Love and belongingness

4TO SEEK MULTIPLE OTHER BENEFITS

KNOW THY CUSTOMERCREATE A MESSAGE AND POSITIONINGUSE POSITIVE EMOTIONSCREATE UNIQUE CONTENTEMPOWER COMMUNITY MEMBERS

The world-famous motorcycle co. sponsors the HOG which by 2011 had 12mn members world-wide sharing a simple mission, To Ride and Have Fun

The company invests in yearly rallies for the HOG members, who enthusiastically participate in large numbers..

Its a matter of pride is what they say..

The perfect Brand Extensions, Merchandise and biking accessories are well appreciated by the Harley riders!

Harley Davidson MuseumThe unique customer engagement model!

The company actively manages the Harley community by leveraging social media through high end videos, user contests, rally announcements, etc.

It also provides a larger platform for customer interaction

THE VIBRANT APPLE COMMUNITY-another quintessential example of Brand Communities that exist!

Facilitating discussions, query solving & announcements by company for its users..

Find your user group and talk about how much you LOVEEEE APPLE- quite an idea!

Seeking participation through social media and Google forums, after all..

BRAND COMMUNITY IS SOMETHING YOU PARTICIPATE IN!

ELEMENTS OF A STRONG BRAND COMMUNITYStrong Brand Story/Myth

Need for Collaboration

Unique Culture

Identifiable Brand Elements

DISTINGUISH BETWEEN MYTHS AND REALITYBUSINESS STRATEGY MARKETING STRATEGY BRAND COMMUNITY

BRAND COMMUNITY: Exists to serve the people, not the businessBrand communities are not love-fests for faithful brand advocatesSmart companies embrace the conflicts that make communities thriveOpinion leaders build strong communityCommunities are strongest when everyone plays a role

Online networks are just one tool, not a communication strategySuccessful brand communities are tightly managed and controlledOf and by the people, communities defy managerial control

Funding and resource allocationNegative associationChallenges in brand extensionInternal resistanceSynergies

Brand communities are specialised communities of custumersThey are established to create brand resonance, value and bond as well as address the social needs of consumers and create customer engagementHarley Davidson and Apple are the look up to examples of Brand CommunitiesDeveloping pioneering Brand communities require clarity of difference between reality and myth as well as the capability to overcome challenges involved

This deck has been prepared by Nirali Raichura as a part of the PGP course- Brand Management taught by Prof. Sameer Mathur, IIM LucknowDISCLAIMER

Marketing Professor 2009 2013 Ph.D. and M.S. (Marketing) 2003 2009

Marketing Professor 2013 Indian Institute of Management, Lucknow4Prof. Sameer Mathur