This document discusses brand communities and provides examples. It defines a brand community as a non-geographically bound community of brand admirers with social relationships. Brand communities provide benefits like customer loyalty and engagement. They are part of the Brand Resonance Pyramid model. Examples discussed include the Harley Owners Group, Apple communities, and Jeep communities. These brand communities are supported through both official and unofficial online platforms and events.

1. Building Brand Communities
Hemant Verma
PGP31377
Brand Management, Sec-B

2. What is BRAND COMMUNITY??
“A specialized, non-
geographically bound
community, based on a
structured set of social
relations among admirers of
a brand”

3. Why BRAND COMMUNITIES ??
Customer
loyalty Glowing
recommendations
Customer
Connections
New
Marketing
Ideas
Customer
Engagement

4. Brand Resonance Pyramid
Behavioral Loyalty
Attitudinal Attachment
Sense of Community
Active Engagement
All part of
“BRAND COMMUNITY”

5. HARLEY OWNERS GROUP
A sponsored community
marketing club, operated by
Harley Davidson.
Created in 1983, to build long
lasting relationship among
customers and company
Over 1,000,000+ members
worldwide.
“Largest factory sponsored
riding club in the world”

6. HARLEY OWNERS GROUP
“Granddaddy of
all community
building efforts”
Prototype of subculture of
consumption- a distinctive
subgroup of society that self-
selects on the basis of a shared
commitment to a particular
product class, brand, or
consumption activity
Symbolizes
unique
‘Lifestyle’

7. HARLEY OWNERS GROUP
Provides following membership
benefits-
H.O.G Rallies & Events
H.O.G Chapters
Harley Davidson Museum
H.O.G Merchandise
H.O.G Newsletter
H.O.G Touring Handbook
H.O.G Magazine
H.O.G Roadside Assistance Coverage
H.O.G Mileage Recognition
Members service center
Theft Reward Program
Harley Davidson Insurance
H-D Visa Signature Card

8. H.O.G Media Presence
Dedicated website for H.O.G members
Presence on Social media platforms such
as Facebook, Twitter etc
Region wise dedicated pages on Facebook,
Twitter, with almost daily updates

9. Harley Davidson Advertisements
Most of the Harley
Davidson advertisements
revolve around the theme
of Adventure and
Travelling
Brings out sense of fun riding Harley
with others on a journey
Provide chance for people to come
together and be as a community with
similar lifestyle

10. Harley Davidson in News
Product innovation of
Harley has always gather a
lot of media attention
Gives opportunities for
communities to discuss
about the new technology
News and media companies
also open up their social
media platforms for
discussion and more
information

11. APPLE Community
Exchange Apple
product related
news, stories,
updates, resolve
issues and speculate
rumors
Platform for
Apple related
discussion
among people
Both official
and unofficial
online
platforms
More than 800
groups
worldwide, with
25-1 M+
members

12. APPLE Community
Other online Non Official Apple Forums
9to5Mac
Apple Insider
iMore
HardMac
Mac OS Rumors
Mac Issues
MacRumors
Mac Scoop
Mac World

13. Media Presence- APPLE Community
Highly followed social media pages on major
social media platforms like Twitter, Facebook,
Google+

14. APPLE Advertisements
Multiple Print media advertisement
focusing on multiple aspects
Utilitarian
Social
Impact
Nature
Sustainability
Highlighting social and environmental connections brings Apple closer to the community

15. APPLE in News
Apple has always been in news due
to its great demand in the global
market
The new product launch such as iphone
have seen immense curiosity among
users and long queues
Product innovativeness and its
direct rivalry with Samsung has
been popular points of discussion
among people

16. JEEP Community
Multi functional communities and
forums having Jeep’s adventurous
expeditions plans and events,
resolving technical needs and issues
Multiple online platforms ranging
from forums to blogs to dedicated
websites, featuring social
interaction among Jeep enthusiasts

17. JEEP Community
Expedition Clubs
Forums
Blogs

18. Media Presence- JEEP Community
Facebook
Twitter
Google+

19. JEEP Advertisement
Jeep’s advertisements are full
of wilderness.
Series of ads promoting
lifestyle of adventure-
Attracting adventure seekers
Portrays tough looks with
thrilling and dangerous
location shoots- hitting the
masculine side of users

20. • What is Brand Community?
• Why Brand Communities?
• Link with theory- Brand Resonance Model
• Brand Communities examples-
Harley Owners Group
Apple Community
Jeep Community
Summary

21. This presentation was created by Hemant Verma, IIM Lucknow
under the course curriculum of Brand Management taught by
Prof. Sameer Mathur, IIM Lucknow
Disclaimer