CASE: Building a Brand Community on the Harley Posse Ride Study Questions 1. Should Harley-Davidson continue to sponsor the Posse Ride? Yes. Why or why not? $100‚000.00 budget (Posse Ride II)‚ is a good price for value comparing to other alternatives to advertise and build communities; The “Posse Ride” is probably the most important MKT instrument to build and preserve internal aspect of Harley-Davidson product regarding its brand; The product’s meaning of adventure‚ freedom and even rebellious
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Critical Reflection of the Brands HP and Glassons Brand consumption plays a big part in everyday lives. We all think consciously about the products we buy such as food‚ clothing and electronics and the certain brands they come in. The purpose of this reflection is to demonstrate how brands affect individual and communities’ perception when buying products and how the brands HP and Glassons play an important part of my life and how they reflect me. Brand community culture play very important roles
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meet fellow enthusiasts‚ Harley gets to keep their attention on Harley. As it cannot compete with Japanese imports on price‚ and perhaps quality‚ Harley has to focus on its brand. HOG builds brand community and dispels the old image of Harley owners as Hell’s Angels gangs. In fact‚ Harley has been so successful in building its brand that BusinessWeek ranks it as the 44th most valuable in the world. Retaining Harley owners is clearly lucrative; Harley estimates that active HOG members spend an extra
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Brand Community Introduction During the last fifteen years‚ there are many popular subjects: relationship marketing and brand building‚etc.These hot subjects encourage interaction and speed up the incubation of new sources of disciplinary growth: Brand Relationship(the relationship between consumer and brand).In Brand Relationship theory sysytem‚more scholars focus on the relationship between consumer and brand‚ but Muniz and O’Guinn(2001) did more research on the relationship among consumers
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CONCEPT OF BRAND COMMUNITY: BUILDING COMMITMENT IN THE CHARITY SECTOR ABSTRACT The paper introduces a model of brand community development that is extended to the nonprofit sector; a sector that has just recently begun to embrace relationship marketing. It is believed that brand communities represent a unique form of relationship marketing‚ with benefits that are particularly compelling for nonprofits. Indeed‚ the paper reveals that many of the characteristics of brand communities already
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Brand Community Analysis As the development of communication technology and global market‚ the concept of Brand Community was fist defined as ‘a specialized‚ non-geographically bound community‚ based on a structured set of social relationships among admirers of a brand’ by two social scientists‚ Albert M. Muniz‚ JR and Thomas C. O’Guinn (2001). This essay will firstly give a brief overview of brand community‚ and then point out three main characteristics and further discuss these features of brand
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Consumer Behaviour Dr. Chloe Preece An Alter-brand Brand Community Case Study: AIESEC Alumni Community Candidate Number Submission Deadline Word Count R05493 4 p.m 10th Dec. 2012 1456 R05493 7SSMM503 An Alter-brand Brand Community Case Study: AIESEC Alumni Community Alter-brand community is a voluntarily formed group in which community members “create the physical offering‚ author the text‚ generate the experience and evolve the brand meaning” as “prosumers” (Pitt et al.‚ 2006‚ p
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stakeholders gravitating around the brand. Even though Lacoste’s way has proven to be solid so far‚ the lack of engagement with the stakeholders may turn out to be detrimental in case of an image crisis and can end up in a severe reputation damage for the firm. The way Lacoste is managing the relationship with the public in the social media is thus unsatisfying and cannot be limited to ex ante publishing of contents and ex post monitoring of the values associated to the brand by the users. Lacoste is required
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Harry Potter Fans Community and Value CreationIntroduction Harry Potter has enjoyed immense popularity over the last thirteen years. Nearly all peopleare aware of the wizard boy’s name--- Harry Potter‚ even those who have not ever read the books or watch the films. Harry Potter has grown into a powerful brand quickly‚ which provides consumers with functional‚ social and experiential values that they can ‘experienceit‚ relate to it‚ rely upon it and talk about it’ (Gunelius‚ 2008). To date‚ there
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Communispace Case Questions: * As a brand manager would you use Communispace’s service? When would you use it? I would use communispace’s services if my product or service was in the maturity stage in the product life cycle. I would want to know what my customers want‚ how they still feel about it and what they would like to see. I would also use their service on behalf of introducing a new product to the market. The community would help me understand my consumers and their needs. *
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