Individual Leadership

Project

By: Jordan Woods

“Tall, Grande, Venti”

“Caramel Macchiato”

Brand Community

“a group of consumers organized around the lifestyle, activities, and ethos of a brand.”

-”Getting Brand Communities Right” by Fournier, Susan, and Lara Lee

7 Myths of Brand Communities

A brand community exists to serve a business.A brand community is a marketing strategy.Build the brand and the community will follow.Brand communities should be love fests for faithful brand advocates.

Opinion leaders build strong communities.Online social networks are key to a community strategy.

Successful brand communities are tightly managed and controlled.

Every March, Harley owners gather inDaytona, Florida for Daytona Bike Week

“Harley Owner’s Group”

Exists without direct involvement fromHarley-Davidson

• The airline Canadians love to hate.

Conclusion