Types of brand community

Each of these types of people will have a unique reason for wanting to engage with your company, or be a part of a community. On top of that, depending on what stage your company is in, some programs may make sense to build now, while others won’t make sense until later on, after your product has developed and you’ve built up your market. The SAP Community Network ( SCN). Playstation Community (Sony).

Being Girl (Procter and Gamble).

Harley Owners Group (Harley-Davidson). My Starbucks Idea (Starbucks). Integration and fulfillment of needs. Shared emotional connection. This is according to Albert Muniz Jr.

I recently wrote a beginner’s guide to the role of community management. Following on from this, I’ve been looking at some of the best online brand communities out there. A brand community exists to serve the people in it.

Third place” brands such as Gold’s Gym and Starbucks tap into this by providing bricks-and-mortar venues that foster interaction. In such instances, brand loyalty is the reward for meeting people’s needs for community, not the impetus for the community to form. It’s no wonder, on review, that so many people outside marketing struggle to understand what a brand is.

And we haven’t even talked about brand in reference to structure ( brand architecture models such as endorsed brands , house of brands and power brands ) or the different types of brand audiences (B2B, B2C, B2T, B2G, H2H). All too often, a “brand community” is conceived as a marketing campaign, or a sales tool, centred around nothing more than a hashtag. To build a successful brand community, marketers need to understand what drives a sense of community, and build a strategy around these characteristics. Conversely, consumers in an identifiable brand community represent a cohesive group that reflects the brand’s values.

Similar to other communities, a brand community has three indicators that make a community recognizable. NGO (Non Governmental Organization) or Non Profit brand – An area of transition, as the sector shifts gear looking for value models beyond just fundraising to drive social missions. Not accepted by some in the non profit community because it’s seen as selling out. Community marketing removes the distance between brands and their customers, ensuring a more loyal customer base and a better overall reputation.

There are two types of community marketing: organic and sponsored. Most types of the brand community are established online as part of a company website, but many companies also have events. Through a customer experience focused on the idea that being different and innovative is “cool,” Apple has built one of the tightest brand communities on and off the web. But of course, Apple is a huge, established company, with a massive budget for community development.

Pros: Arbitrary brand names are easily memorize and can instantly imbue your brand with certain qualities you hope to emulate (e.g., apples are wholesome and generally well-liked). One study of brand communities proposed that brand attachment plays a mediating role in the relationship between brand community commitment and brand commitment.

However, according to typologies of organizational commitment, community commitment is a multidimensional construct that contains three components—continuance community commitment (continuance CC), affective community commitment (affective CC), and normative community commitment (normative CC)—each of which has a different. Every branding type represents a motivation through which individuals share information and establish how they're seen within their industry. The following are common types of brand awareness. Unaided recall of a brand name given a product category. Customers can often name 1-brand names for a broad product category such as airlines.

First, it expands the definition of a brand community to entities and relationships neglected by previous research. Secon it treats vital characteristics of brand communities, such as geo-temporal concentrations and the richness of social context, as dynamic rather than static phenomena. About of community projects, especially branded communities, try to develop a community of interest.

But a community of interest competes with our mental leisure time. If you want to see examples of these different types of communities, click here. Communities of interest are the hardest type of community to develop.

Using proven theory to establish and update the strategy for the community , establishing the action plan for the community , and communicating this action plan to other team members. Director Responsible for all relevant communities and integration of the brand with that community.