Online Communities: Influence on Members Brand Loyalty and ...
Brand Communities
-
Upload
jordan-woods -
Category
Business
-
view
99 -
download
2
Transcript of Brand Communities
Individual Leadership
Project
By: Jordan Woods
“Tall, Grande, Venti”
“Caramel Macchiato”
Brand Community
“a group of consumers organized around the lifestyle, activities, and ethos of a brand.”
-”Getting Brand Communities Right” by Fournier, Susan, and Lara Lee
7 Myths of Brand Communities
A brand community exists to serve a business.A brand community is a marketing strategy.Build the brand and the community will follow.Brand communities should be love fests for faithful brand advocates.
Opinion leaders build strong communities.Online social networks are key to a community strategy.
Successful brand communities are tightly managed and controlled.
Every March, Harley owners gather inDaytona, Florida for Daytona Bike Week
“Harley Owner’s Group”
Exists without direct involvement fromHarley-Davidson
• The airline Canadians love to hate.
Conclusion