This document discusses brand communities, which are groups of people who interact based on their shared interest in a brand. It outlines how brand communities connect companies to customers and members to each other. Some key characteristics of brand communities include shared consciousness, rituals and traditions, and a sense of moral responsibility. The document then explores why companies build brand communities and some direct benefits, such as increased customer loyalty and brand advocacy. It also presents different types of brand communities that vary in exclusivity and members' involvement, like fan clubs, forums, and ambassador groups. Examples are provided and the conclusion stresses adding value to consumers outside of purchases.

1. Brand community 11-Feb-10 1

2. Introduction Group of people interacting with one another based on their v love of a brand Formed on the basis of attachment to a product or brand It focuses on the connections between consumers 11-Feb-10 2

3. Connects companies/brands with customers/ prospects/influencers/members Connects members with each other Connects members with non-members/prospective members Brand “Community Triangle” 11-Feb-10 3

4. Characteristics of a Brand Community 11-Feb-10 4

5. 11-Feb-10 5

6. Characteristics of a Community Member 11-Feb-10 6

7. 11-Feb-10 7 ConnectorsConnects people to each other Mavens Connects people through sharing knowledge Salesman Uses knowledge to engage and persuade

8. Why Build a Brand Community ? 11-Feb-10 8

9. 11-Feb-10 9 Brand Communities - The End Game

10. Brand Communities – Direct Benefits 11-Feb-10 10

11. Brand Community Pillars 11-Feb-10 11

12. 11-Feb-10 12

13. Types of Brand Communities 11-Feb-10 13

14. The 9 Types of Brand Community High Brand Meritocracy Brand Cult Brand Network Ambassador Club Advisory Panel Brand Forums Depth Of Involvement Brand Nation Influencer Group Fan Club Low Low High Exclusivity

15. 11-Feb-10 15 Examples

17. Rallies

18. Museums

19. Factory Visitwww.harley-davidson.com/Experience

20. 11-Feb-10 17

22. Search for an answer, post your question, or answer other users' questions discussions.apple.com

23. 11-Feb-10 19

25. Events

26. News

27. Support

28. Sport musicwww.nikeplus.com

29. 11-Feb-10 21

30. 11-Feb-10 22 community.dell.com

31. 11-Feb-10 23 www.bbc.co.uk/communicate

33. Main focus of the game was to socialise, mix music, and decorate various interiorswww.mycoke.com

35. Vote

36. Discuss

37. Seemystarbucksidea.force.com