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Pgp31002 abhinav gandotra_building brand communities
- 1. BUILDING BRAND COMMUNITIES -By Abhinav Gandotra (PGP31002)
- 2. A group of consumers organized around the lifestyle, activities & ethos of the brand Content + Conversations = Community Opportunity to find meaning & sense of self through commitment to a brand
- 3. Shared Consciousness Rituals & Traditions Sense of Moral Responsibility • To differentiate between true believer & opportunities • Marks members’ inclusion & exclusion from various lifestyles • Reproduces meaning of brand by behaviors & scripts • Celebrating brand history • Sharing brand stories • Sense of duty to community as a whole • Integrating & retaining members • Assisting in the use of brand
- 4. Economic CUSTOMER VALUE TRAINGLE FunctionalEmotional Catered by Brand Communities Increases Brand Resonance !! Dimensions of Resonance : Intensity & Activity
- 6. A value premium that a company generates from a product with a recognizable name, when compared to a generic equivalent DEFINITION COMPONENTS OF BRAND EQUITY ROLE OF MARKETING To create brand equity for their products by making them memorable, easily recognizable, and superior in quality and reliability. 3 Basic components: Consumer Perception + Negative or Positive Effects + Resulting value
- 7. MASLOW’S HIERRACHY OF NEEDS Catered by Brand Communities
- 8. E N G A G E M E N T - Brand Feedback CRM Loyalty - Customers Emotional Social Quantitative
- 9. Product Differentiation Brand Identity Target market Opinion leaders Brand Experiences Customer Dialogue Design Aesthetic Corporate Personality
- 10. 1. Focus on your customer’s needs. 2. Foster many-to-many relationships. 3. Think local. 4. Don’t create “more.” 5. Say “hey.” 6. Let your advocates advocate. 7. Don’t merely moderate. 8. Keep it simple. 9. Observe the 1-9-90 rule
- 11. CUSTOMER CENTRIC MODEL Brand Marketer Customer Product Focal Customer
- 12. Organic • Borne out of passion • Grow by ‘Word of mouth’ • Don’t like to be controlled • Organized by experts • Content is created to attract people • Focused & Controlled Inorganic
- 13. Apple has built its community based on design , innovation & imagination Cult-like relationship which goes beyond business & products Association with Apple is like self-enhancement & special community to associate with
- 15. Shared Consciousness Rituals & Traditions Sense of Moral Responsibility • Restricting membership to owners of Harley Davidson • Only brand loyalists exist within the community • By holding & sponsoring Harley Davidson rallies • Allowing people to share their experiences • Ensuring brand survives future generations • Strict rules governing membership • Hierarchical structure • Community to police itself
- 16. MI fan club Zoo-zoos community created Vodafone buzz Rajnikanth fan community Modi Brand campaign to generate loyalty
- 17. Fastest way of spreading word Evoke reactions Self-sustaining
- 18. Mass associations Excitement
- 19. Consistent innovation to keep the trust of community members Timely events , online or offline, to generate & engage new members Bring in promotional offers for community members to make them feel special & differentiated
- 20. Brand Communities Linkage to Brand Resonance Model Channels used to promote communities Customer Relationship built Brand Community Characteristics Strategies & guidelines to build communities Examples of Indian & Global brand communities Managing Brand Communities
- 21. This presentation is created by Abhinav Gandotra (PGP31002), IIM Lucknow, as an assignment under the course ‘Brand Management’ by Professor Sameer Mathur, IIM Lucknow