James Li, 2011

BRAND COMMUNITYThe foundations of a

James Li, 2011

The one difference between the brands that are listed

on the first slide and brands like

Wal-Mart is that the brands that are listed on the first

slide all have their own brand community

James Li, 2011

Brand communities usually include very loyal

customers and fans of the brand’s products, such as

these Harley-Davidson devotees

James Li, 2011

Wal-Mart doesn’t really have a brand community. Which would explain why

people rare walk around with this tattoo.

James Li, 2011

Brand Community is a community formed on the basis of attachment

to a product or marque…

DEFINATION

James Li, 2011

Brand communities have three main characteristics

James Li, 2011

1. Brand Communities share values and consciousness.

- Starbucks customers value interacting in relaxed social settings.- Starbucks customers are also largely concerned about environmental protection.

James Li, 2011

2. Brand Communities preserve rituals and traditions

- Mini owners wave and flash their headlights at each other when they drive pass each other.

James Li, 2011

3. Brand Communities feel morally responsible

towards the brand.

- Briggs and Riley owners will never allow anyone to say that Samsonite make a better suitcase.

James Li, 2011

Business managers often have the misconception that starting a social network group is the same as starting a brand community

James Li, 2011

IMPORTANT!

FACEBOOK IS NOT A COMMUNITY

IT IS A TOOL

James Li, 2011

Social networking sites like Facebook are like virtual versions of a community center.

Community centers are just regular buildings unless community service programs are offered on the premise.

Facebook works the same way.

James Li, 2011

So how do we build a brand community?

James Li, 2011

There are three rules that need to be

followed.

James Li, 2011

1. Make it a BUSINESS strategy and NOT a marketing strategy

For a brand community to work, you must build your company around the brand community.

Every decision that is made in the business must take into consideration the need of the brand community.

Harley-Davidson made sure that their social events are ran by their employees and that their senior exacs were able to interact directly with the customers.

This had insured that every employee knew what their customers were concerned about, which transferred into the everyday decisions that were made.

James Li, 2011

2. Community must serve the PEOPLEto create strong connections

Consumer’s attachment to product is weak and the bond to the brand is often broken as needs and wants change.

To maintain a stable community, businesses must build a strong bond between the community members themselves.

JEEP’s brand community of off-roader include not only JEEP owners, but also many non-owners.

This was because JEEP was able to establish a connection between the members and their love of off-road driving and the borderless lifestyle. This connection to a activity also acted as a catalyst which created a strong bond between the community members themselves.

James Li, 2011

3. PARTICIPATE in the community, but let it run its OWN course

Let your brand community grow at its own pleasure. Do not try to rein in and try to shape it into something that you think fits. Be a participant in the community, not the leader.

And through this, you can gather many ideas that are generated by the community, which may direct you to the direction of your brand development

James Li, 2011

Insert brand here