brand communities
Post on 22-May-2015
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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
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