PowerPoint Presentation
Getting Brand Communities RightGroup 8, Section B, Class of 2017Ankita Gupta (PGP31250)Nandita Prasad (PGP31277)Shweta Chauhan (PGP31292)Submitted to- Prof. Sameer Mathur
Brand communitiesA group of ardent consumers organised around the lifestyle, activities, and ethos of the brand.It is formed on the basis of attachment to aproduct.
Consumer Based Brand Equity Model
Harley Davidsons Brand Equity
Loyal communityFreedom EnjoymentStylishUniqueRebelliousHedonicAmerican-styleGood QualityMotorcycles
Myth #1: A brand Community is a marketing strategyReality -A brand community is a business strategy. Harley Consumers Group (H.O.G.)
Myth #2 : A brand community exists to serve the businessReality -A brand community exists to serve the people in it.
Sunsilk Gang of Girls
Myth #3: Build the brand, community will follow Reality: Engineer the community, and the brand will follow
Harley-Davidson
Harley Davidson Museum: Rivet Walls Heath Kirchart: Harley Davidson Forty-Eight
Myth #4: Brand communities should be love-fests for faithful brand advocates
Reality: Smart companies embrace the conflicts that make communities thrive
Times of India versus Hindustan times
Hindustan times engaging in rivalry with TOI
Myth #5: Opinion leaders build strong communities Reality: Communities are strongest when everyone plays a roleCommon Community roles
HistorianMentorLearnerDecision MakerStory TellerCelebrityPartner
MYTH #6: SOCIAL MEDIA KEY TO COMMUNITY STRATEGY
They are just a tool, not a strategy
TOOLS TO CONNECT
Social interactionEx. Figment (for teenagers who love to read)Ex. Being Girl by P&GExpert affiliationEx. Oracle
HARLEY-DAVIDSON
Bike ralliesCommunity gatheringsGlobal tour
MYTH #7: Successful brand communities are tightly managed
CO-CREATEUSE COMMINITY SCRIPTSUPPORTENHANCE EXPERIENCE
COMMUNITY SCRIPTSThe tribeThe barThe patioThe sewing circleThe fortThe tour groupThe performance spaceThe summer campThe barn raising
Indian context
POWER DISTANCE
Wouldnt Motivation to form and participate in Brand community be different?
MOTIVES AND COMMUNITY CHARACTERISTICS
Behaviour-Consciousness of kind-Moral responsibility -High familiarity with shared rituals and traditions
Ex. -Being Human: Salman Khan fans community-Satyamev Jayte:Amir Khan fans community-MTV followers
CONCLUSION!COMMUNITIES ARE POTENT STRATEGY IF APPROACHED WITH RIGHT MINDSET & SKILLSInflux of ideas to grow businessLowers marketing costCustomer loyaltyAuthenticates brand meaningengagementscommitments
Thank you
Recommended