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