Brand Community - – Republicans or democrats Pools Three...

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What is Brand Community A specialized community of consumers and employees whose identification and activities focus around the brand.
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Tips for Building Brand Community A brand community is a business (not a marketing) strategy A brand community exists to serve the people in it (not to serve the business) Engineering the community, and the brand will be strong.
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Three Forms of Community Affiliation Pools Webs Hubs
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Three Forms of Community Affiliation 1 Definition: people have strong associations with a shared activity or goal. The shared activity, goal, or values are the key to this community affiliation Examples Apple devotees
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Unformatted text preview: – Republicans or democrats Pools Three Forms of Community Affiliation ‐ 2 • Definition: people have strong one ‐ to ‐ one relationships with others who have similar or complementary needs. • Personal relationships are the key to this community affiliation • Examples – Facebook – Cancer Survivors Network Webs Three Forms of Community Affiliation ‐ 3 • Definition: people have strong connections to a central figure and weaker associations with one another. • A charismatic figure is the key to this community affiliation. • Examples – Oprah – Hannah Montana Hubs...
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