1. IMC: Brand Communities

2. Harley Davidson USA

3. Harley Davidson
 a brand that uniquely differentiates its consumers
 mechanisms for consumers to engage in a public
experience of the brand
 the brand stands for freedom, individuality, and
rebelliousness –> it’s no surprise that those qualities
are reflected in the typical leather-jacket HarleyDavidson

4. Definition of Brand Community
4
A brand community is:
 ”A spezialised, non-geographically bound community, based on a
structured set of social relationships among admirers of a brand”.
Or put more simply:
 Consumers who identify with a particular brand and share
significant traits(values)
 They may organize into these communities to share their
experiences of the brand

5. Characteristics of a brand community
5
 Brand communities are most likely to form around
brands with



A strong image (BMW Mini)
A rich and lengthy history (Star Trek)
Threatening competition(MAC)
The 3 main characteristics:



Consciousness of kind
Existence of shared rituals and beliefs
Sense of moral responsibility

6. Characteristics of a brand community (I)
6
 Consciousness of kind




The sense of belongingness to an imagined community of
people who share similar interests.
The collective sense of difference from others not in the
community.
Through the consumption of the brand, members feel they
know each other.
Oppositional brand loyalty
Members define themselves by the products they avoid (Mac vs
PC)
 The existence of a common enemy makes a brand community even
stronger


7. Characteristics of a brand community (II)
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 Existence of shared rituals and beliefs


The rituals and beliefs shared are unique to the community.
The rituals and beliefs are predominantly related to the brand:
Usage of the brand
 Occasion of the usage of the brand
 Sharing brand stories
 Associations with the brand
 Knowledge about the brand
 Willingness to participate in brand-related activities.


The rituals and traditions are decided upon by both
community members and makers of the brand

8. Characteristics of a brand community (III)
8
 Sense of moral responsibility

Community members feel a sense of duty towards the
community and other community members
Share product knowledge
 Asssisting in the use of the brand
 Screen prospective members
 Knowledge of the brand
 Passion towards the brand
 The extent to which they identify with the community.
 Integrate new members


9. Harley Davidson

10. Types of Virtual Community

11. How to build a brand community
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 Create a strong brand story/myth
 One that customers can easily identify and relate to
 One that focuses on self-expressive benefits
 Create a need for collaboration among consumers
 Sharing of information
 Validation
 To express one’s personality
 Identify with a specific segment

12. How to build a brand community
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 Create identifiable brand elements
 Terminology
 Icons
 Symbols
 Spokespersons
 Create a unique culture
 The culture or community must allow customers to interact
with the brand, other users and the company (gives the
company valuable feedback)

13. Brand owners can:
 increase the time consumers spend enjoying a brand;
 articulate the brand message in a way that
customers can transmit to new prospects;
 provide an interactive communication and research
channel that tracks members’ interests over time;
 support on-going promotions, e.g., for new products,
and events;
 reduce advertising and promotions costs with
programs that build upon each another

14. Discussion for next class
 Research the brand comunity of your favourite brand
and think of what rituals and traditions could you
follow in this brand community?
 Each one of you will have to come up with examples.

15. Assignement
 Is brand communities a concept that you as future
marketers have to consider integrating into
communication strategies? Why and how?
 Please prepare a written report of 1-1,5 pg.( aprox
500 words, Times New Roman, 12 size). Deadline
6st of August by mid-day (12:00)
 Submission on sorina@pcte.edu.in
 No later submission is accepted!