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The foundations of a,[object Object],BRANDCOMMUNITY,[object Object]
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 ,[object Object]
Brand communities usually include very loyal customers and fans of the brand’s products, such as these Harley-Davidson devotees ,[object Object]
Wal-Mart doesn’t really have a brand community. Which would explain why people rare walk around with this tattoo. ,[object Object]
Brand Community is a community formed on the basis of attachment to a product or marque…,[object Object],DEFINATION,[object Object]
Brand communities have three main characteristics,[object Object]
1. Brand Communitiesshare values and consciousness.- Starbucks customers value interacting in relaxed social settings.- Starbucks customers are also largely concerned about environmental protection.,[object Object]
2. Brand Communitiespreserve rituals and traditions- Mini owners wave and flash their headlights at each other when they drive pass each other. ,[object Object]
3. Brand Communitiesfeel morally responsible towards the brand.- Briggs and Riley owners will never allow anyone to say that Samsonite make a better suitcase.  ,[object Object]
Business managers often have the misconception that  starting a social network group is the same as starting a brand community,[object Object]
IMPORTANT!FACEBOOK IS NOT A COMMUNITYIT IS A TOOL,[object Object]
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. ,[object Object]
So how do we build a brand community?,[object Object]
There are three rules that need to be followed.,[object Object]
1. Make it a BUSINESS strategy  and NOT a marketing strategy,[object Object],For a brand community to work, you must build your company around the brand community. ,[object Object],Every decision that is made in the business must take into consideration the need of the brand community. ,[object Object],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. ,[object Object],This had insured that every employee knew what their customers were concerned about, which transferred into the everyday decisions that were made. ,[object Object]
JEEP’s brand community of off-roader include not only JEEP owners, but also many non-owners. ,[object Object],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. ,[object Object],Consumer’s attachment to product is weak and the bond to the brand is often broken as needs and wants change. ,[object Object],To maintain a stable community, businesses must build a strong bond between the community members themselves.   ,[object Object],2. Community must serve the PEOPLEto create strong connections ,[object Object]
3. PARTICIPATE in the community, but let it run its OWN course,[object Object],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. ,[object Object],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,[object Object]
Insert brand here,[object Object]

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The foundations of brand communities

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