Send the link below via email or IMCopy
Present to your audienceStart remote presentation
- Invited audience members will follow you as you navigate and present
- People invited to a presentation do not need a Prezi account
- This link expires 10 minutes after you close the presentation
- A maximum of 30 users can follow your presentation
- Learn more about this feature in our knowledge base article
Do you really want to delete this prezi?
Neither you, nor the coeditors you shared it with will be able to recover it again.
Make your likes visible on Facebook?
You can change this under Settings & Account at any time.
Getting Brand Communities Right
Transcript of Getting Brand Communities Right
A brand community is a business strategy.
A brand community exists to serve the people in it.
Engineer the community, and the brand will be strong.
The Birth Of Community Brand
In 1983, HARLEY-DAVIDSON faced extinction.
25 years later, the company boasted a top 50 global brand valued at $7.8 billion.
The question is
Smart companies embrace the conflicts that make communities thrive.
Communities are strongest when everyone plays a role.
Online networks are just one tool, not a community strategy.
Of and by the people, communities defy managerial control.
Apple Fans VS. Dell Fans
Shared goal, activity or value.
Dunkin Donuts Fans VS. Starbuks Fans
Communities become stronger by highlighting, not erasing, the boundaries that define them.
Common Community Roles
Tactics Vary, but the goal is connect with the people.
Thanks for your attention
A brand community is a marketing strategy.
A brand community exists to serve the business.
Build the brand, and the community will follow .
Brand communities should be love-fest for faithful brand advocates
Opinion leaders build strong communities.
Online social networks are the key to a community strategy,
Successful brand communities are tightly managed and controlled.
High level strategy = Supporting business-wide goal -> Max benefit in brand community
People participate in communities because,
1. Find emotional support
2. Cultivate interests
3. Become unique