IMC: Brand Communities

Harley Davidson USA

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 Harley-Davidson

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Definition of Brand Community

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

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Characteristics of a brand community

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

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Characteristics of a brand community (I)

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

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Characteristics of a brand community (II)

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

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Characteristics of a brand community (III)

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

Harley Davidson

Types of Virtual Community

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How to build a brand community

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

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How to build a brand community

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)

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

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.

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.inNo later submission is accepted!