Sec ARahul Ranjan | PGP31102Indian Institute of Management, Lucknow

BuildingBrand Community

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.

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 rallieso Custom motor showso Road tripso Maintain websites

EventsABOUT

Being AmericanIndividualismRebellionFreedom

Characteristics All age group

Motorbike aficionadosIndependentTrendy and Cult followers

MembersVideo Link

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 Educationo Rallieso Concours - A concours is a

judged event where cars are prepared to "as delivered" condition

o Porsche Parade

EventsABOUT

exclusivitytraditionPrestige The mystique of owning a legendary sports car

Characteristics Successful

performance-orientedindependent andpassionate about their vehicles

Members

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 serviceso support services to its

members including training sessions, product reviews and technical support

o Monthly meetings

EventsABOUT

IndependenceIndividualismstrong loyalty to the Apple brand

Characteristics Tech Savvy

performance-orientedUpdated

Members

ALSO

It Gives a Brand

9 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

Typical Characteristics of Brand Communities

Humble Roots

Independence

Visible Leader

s

Niche Brands

Typical Characteristics of Brand Communities Contd..

Loyal Customer

s

Evangelism

Product Focus

De-Mystifying Some Myths

A brand community is a marketing strategy.

business

A brand community exists to serve the business. peo

ple

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

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

De-Mystifying Some Myths Contd..

Of and by the people, communities defy managerial control

Successful brand communities are tightly managed and controlled

Func

tiona

l Emotional

It’s All About Brand Resonance

FEW WAYS TO BUILD BRAND COMMUNITIES

Focus on

your custom

er’s needs

Think local

Don’t merely moder

ate

Observe the

1-9-90 rule

Foster many-

to-many relationships

Keep it simple

Let your

advocates

advocate

FEW WAYS TO BUILD BRAND COMMUNITIES Contd..

Say “hey.”

Foster peer

celebrity

Don’t create “more.

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 authenticit

y

What are Brand Communities

Examples of famous and successful Brand Communities

Characteristics of Brand Communities

Some m

yths and realities about

Brand Comm

unities

How to create strong brand com

munities

REFERENCES

https://en.wikipedia.org/wiki/Harley_Owners_Group https://www.americanexpress.com/us/small-business/openforum/articles/10-tips-for-bui

lding-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-influentia

l-customers/

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