Building brand community_pgp31335
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Transcript of Building brand community_pgp31335
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
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