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GETTING BRAND COMMUNITIESRIGHT
Group 7 – House BrannistersDeepika l Harsh l Kunika l Rohan l Shubham
BRAND COMMUNITYSOMETHING YOU PARTICIPATE IN
WHAT IS BRAND COMMUNITY
A specialized community of
consumers and employees
whose identification and
activities focus around the
brand
THREE CHARACTERISTICS
Consciousness of a kind
Shared rituals and traditions
A Shared moral responsibility
ADVANTAGES
Customer insight
Increased product
knowledge
Customer satisfaction
Brand loyalty
Customer engagement
CHALLENGES
Funding
and
resource
allocation
Negative
association
Challenges
in brand
extension
Internal
resistance
Synergies
MARKETING LINK
FUNCTIONAL VALUE
ECONOMIC VALUE
EMOTIONAL VALUE
Brand
community
Three types
of value
FINANCIAL BOND
SOCIAL BOND
STRUCTURAL BOND
Brand
Community
Three types of
bonds
MASLOW’S NEED HEIRARCHY
Brand
communities
address the
needs of love
and
belongingnes
s
BRAND RESONANCE MODEL
Community
and active
engagement
part of
resonance
BR
AN
D
CO
MM
UN
ITY
BUSINESS STRATEGY MARKETING STRATEGY BRAND COMMUNITY
BRAND COMMUNITY: Exists to serve the people, not the business
Shared activity/goal/value & loose connection with one another
Strong personal relationships with people having complementary needs
Strong connections to a central figure, weaker associations with each other
Engineer the community, the brand will become stronger!
Brand communities are not love-fests for faithful brand advocates.
Smart companies embrace the conflicts that make communities thrive.
Back-up
Partner
AccountantHistorian
Talent
Scout
AmbassadorSupporter
Performer
Story-teller
CatalystGreeter
Guide
Decision
maker
Celebrity Provider
Mentor
Hero
Learner
Opinion leaders build strong communityCommunities are strongest when everyone plays a role
Online networks are just one tool, not a communication strategy
Tactics vary, but the goal is to connect with the people
Mainstream brand of authority:Heavy TV advertising
Niche brand of authority:Online and face-to-face advertising
Mainstream brand of conversation:Hub figures strengthen brand pool
Niche brand of conversation:Grass root advertising
Successful brand communities are tightly managed and controlledOf and by the people, communities defy managerial control
Smart companies define the terms of their community participation but discard their illusions of control
STEPS TO BUILD A BRAND COMMUNITY
Know Thy Customer
Create a message and positioning
Use positive emotions
Create Unique contentEmpower community members
ELEMENTS OF A STRONG BRAND COMMUNITY
Strong Brand Story/Myth Need for Collaboration
Unique CultureIdentifiable Brand Elements
ORGANIC V/S INORGANIC COMMUNITIES
ORGANIC
• Created by customers• Born out of passion or love for the
brand• Don’t self promote & grow by word of
mouth• No control
INORGANIC
• Created by companies• Born to serve specific purpose
(promote, sell)• Rely on self promotion for their
growth• Focussed and controlled
ONLINE BRAND COMMUNITIES
Increasing use of internet influencing customers to follow brands online.
Non-geographically bounded based on social relationships
Makes easy for brand followers to interact with each other
Followers can interact with more no of people easily
Easy to get additional information on the brand
BRAND COMMUNITIES IN INDIA
• Limited examples of Indian brands with a tribe like following
• The strongest as per Brandz study of Millward Brown :-
V/S
India’s Top Three Global Top Three
• Brand communities help in building an emotional connect with the members
• Can be used as a strategy to build loyalty when faced with increasing competition ex. Nokia’s fall in 2010
BRANDS MAKING A STATEMENT
Creating a sense of belonging and felt connection
BRAND MODI AND THE “BHAKTS” COMMUNITY
• Brand strength – 35.1 Million ‘likes’ on Facebook; 21.6 Million followers on Twitter
• Large, passionate and energized community of supporters
• Continuously engaged through tweets, photos and initiatives like Mann Ki Baat, Chai Pe Charcha etc.
BITSAA – STRENGTHENING BRAND ‘BITS PILANI’
• Started in 2000 and has emerged as one of the strongest alumni networks in India
• Organizes city meets, lectures, seminars for alums to facilitate networking
• A thriving online community with membership of over 30,000 alums across 50+ batches
“The true value of BITSAA is that if you're ever in trouble, 30,000 alums are there to help. This is worth more than anything else this organization can give you .” – Sandeep Arora, BITSAA Founder
OLD MONK – INDIA’S FAVOURITE RUM• Launched in 1954 by Ghaziabad-based
Mohan Meakin
• Sales of 8 million cases in 2008 – highest in IMFL category
• Brand never resorted to any form of advertising; sales driven solely through word of mouth and loyalty of customers
• Its followers have created FB groups where stories are shared and a ‘community’ thrives
• Rumors of the brand shutting operations caused uproar among fans; multiple tribute videos on Youtube
BRANDING RELIGION - HINDUISM
• Religions are probably the most valuable brands in the world, having survived the test of times
• India’s spiritual and religious market estimated to be over $40 Billion *
• 330 Million Gods in India; large no. of followers that are price-inelastic
• Annual donations of 20 largest temples - INR 5000 Crores
• Every organized religion offers three key benefits to its followers :-1. a set of core beliefs and values2. symbols, myths, and rituals3. relationships with members of a like-minded community
Source - Economic Times
These also happen to be the core elements of a brand community
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