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Brand Community
 
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To reach distracted consumers in an impactful and authentic way, leading brands are forming communities of category influencers and loyal fans, and developing these community members into brand ambassadors. Dynamic Signal provides a white-label platform for brands to form thriving communities of brand advocates. Our technology and services enable brands to run brand advocacy campaigns and distribute branded content in a scalable, measurable, brand-safe way. Cr: Dynamic Signal
Views: 4879 Aom Sirion
What is BRAND COMMUNITY? What does BRAND COMMUNITY mean? BRAND COMMUNITY meaning & explanation
 
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What is BRAND COMMUNITY? What does BRAND COMMUNITY mean? BRAND COMMUNITY meaning - BRAND COMMUNITY definition - BRAND COMMUNITY explanation. Source: Wikipedia.org article, adapted under https://creativecommons.org/licenses/by-sa/3.0/ license. A brand community is a community formed on the basis of attachment to a product or marque. Recent developments in marketing and in research in consumer behavior result in stressing the connection between brand, individual identity and culture. Among the concepts developed to explain the behavior of consumers, the concept of a brand community focuses on the connections between consumers. A brand community can be defined as an enduring self-selected group of actors sharing a system of values, standards and representations (a culture) and recognizing bonds of membership with each other and with the whole. Brand communities are characterized in shared consciousness, rituals and traditions, and a sense of moral responsibility. The term "brand community" was first presented by Albert Muniz Jr. and Thomas C. O'Guinn in a 1995 paper for the Association for Consumer Research Annual Conference in Minneapolis, Minnesota. In a 2001 article titled "Brand community", published in the Journal of Consumer Research (SSCI), they defined the concept as "a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand". This 2001 paper has been acknowledged by Thomson Scientific & Healthcare to be one of the most cited papers in the field of economics and business. In the advertising and marketing world, "brand community" has become a term used to encompass a brand's customers, fans and advocates. Having a strong and loyal brand community can turn a small brand into a success if it is nurtured and appreciated properly. Ad agency, Blade Creative Branding writes, "The people out in the marketplace who embrace the values of the brand, as customers and/or purchase influencers, are the brand's true "owners"." This philosophy has become especially popular with marketers creating and working on social media campaigns with easier interaction and more opportunities to tap into the brand community to leverage the brand. In contrast to the notion that brand communities are a relatively new phenomenon that can only be enjoyed by major brands, some practitioners maintain that community is a fundamental aspect of any brand, large or small. This line of thinking is articulated in a video entitled "Faith", in which Blade Creative Branding principal and Chief Creative Officer Wayne S. Roberts says, "Brands have always been about the same thing... communities of like-minded people who share at least some of the same values, values that define the brand and enlist, and bind, the members of that community. Whether you're talking about politics, dog food, min-vans, or religion, the same perspective is relevant." Many brands provide examples of brand communities. In computers and electronics: Apple Inc. (Macintosh, iPod, iPhone), Holga and LOMO cameras, and Palm and Pocket PC Ultra-Mobile PCs. In vehicles: Ford Bronco, Jeep, Miata, Mini Cooper, Saab, Saturn and Subaru automobiles, and Royal Enfield and Harley-Davidson motorcycles. In toys: Barbie and Lego. Among critical perspectives to the notion of brand community, the contemporary discussion among marketing researchers concern the issue of how community not only can emerge among consumers in regards to one brand but several in combination. One example of how the brand community concept has become developed in line with this critique is the notion of community of style. In communities of style, brands are assembled and combined into different brand combinations that together support communal social action among community members.
Views: 458 The Audiopedia
Part 1   MS6105   Brand Communities   001
 
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Agrawal, N. and Maheswaran, D. (2005) ‘The effects of self-construal and commitment on persuasion’, Journal of Consumer Research. 31(4), pp. 841-849 Ahonen, T.T. and Moore, A. (2005) Communities dominate brands: Business and marketing challenges for the 21st century. 2nd edn. London: Futuretext. Algesheimer, R., U.M. Dholakia, and A. Herrmann. (2005). The Social Influence of Brand Community: Evidence from European Car Clubs. Journal of Marketing 69, no. July: 19–34. Andalibi, N., Ozturk, P. and Forte, A. (2017) ‘Sensitive Self-disclosures, Responses, and Social Support on Instagram: The Case of #Depression’, Proceedings of the 2017 ACM Conference on Computer Supported Cooperative Work and Social Computing Pages, ACM, New York, pp. 1485-1500 Barnes, S. J. and Mattsson, J. (2011) ‘Exploring the fit of real brands in the Second Life1 virtual world’, Journal of Marketing Management. 27(9-10), pp934-958 Barnes, S. J., Mattsson, J. and Hartley, N. (2015) ‘Assessing the value of real-life brands in Virtual Worlds’, Technological Forecasting and Social Change. 92(1), pp12–24 Bulik, B. (2006) ‘Q+A with MySpace’s gold… or marketing on online steroids’, Advertising Age. 77(23), pp. 4-5 Casas, J. (2014) Facebook groups and online communities: 17 reasons why big brands are using them in their strategies. Available at: https://postcron.com/en/blog/facebook-groups-online-communities/ (Accessed: 14 February 2017) Constant, D., Sproull, L. and Kiestler, S. (1996) ‘The kindness of strangers: The usefulness of electronic weak ties for technical advice’, Organization Science. 7(2), pp. 119–135 Cohen, A.P. (1985) The symbolic construction of community. London: Tavistock Publications Cova, B. and White, T. (2010) ‘Counter-brand and alter-brand communities: the impact of Web 2.0 on tribal marketing approaches’, Journal of Marketing Management. 26(3), pp 256-270 Christodoulides, G. (2008) ‘Breaking free from the industrial age paradigm of branding’, Journal of Brand Management. 15(4), pp. 291-293 DaCunha, M. (2015). 10 Instagram Marketing Tips To Make People Love Your Brand Read more at http://www.business2community.com/instagram/10-instagram-marketing-tips-make-people-love-brand-01115446#XYg9pEX8KrVFU0Ku.99. Available: http://www.business2community.com/instagram/10-instagram-marketing-tips-make-people-love-brand-01115446#eYMegLdy1Pq5QLY3.97. Last accessed 16th February 2017. Digital Trends (2016) The history of social networking. Available at: http://www.digitaltrends.com/features/the-history-of-social-networking/ (Accessed: 13 February 2017) Freitas, F. D. and Almedia, V. M. C. (2017) ‘Theoretical model of engagement in the context of brand communities’, Brazilian Business Review (English Edition). 14(1), pp. 86-107 Fournier, S & Lee, L.. (2009). Getting Brand Communities Right. Available: https://hbr.org/2009/04/getting-brand-communities-right. Last accessed 14th February 2017. Granovetter, M. (1973) ‘The strength of weak ties’, American Journal of Sociology. 78(6), pp. 1360–1380 Gummerous, J., Liljander, V., Weman, E. and Pihlstrom, M. (2012) ‘Customer engagement in a Facebook brand community’, Management Research Review. 35(9), pp. 857-877 Hagel, J. and Armstrong, A (1997) Net gain: Expanding markets through virtual communities. Boston, MA: Harvard Business School Press Hansen, S. S. (2013) ‘Exploring real-brand meanings and goods in virtual-world social interaction: Enhanced rewards, rarity, and realism’, Journal of Marketing Management. 29(1), pp1443–1461 Hong, P. (2015) 10 Exceptional Examples Of Brand Communities. Available at: https://www.linkdex.com/en-gb/inked/10-exceptional-examples-of-brand-communities/ (Accessed: 9 February 2017) Instagram (2017) #chooseyourwinter. Available at: https://www.instagram.com/explore/tags/chooseyourwinter/ (Accessed: 20 February 2017) Kalehoff, M. (2006) Secret to Corporate MySpace Profiles. Available at: http://www.mediapost.com/publications/article/47609/secret-to-corporate-myspace-profiles.html (Accessed: 22 February 2017)
Views: 919 Naomi Christiansen
Engagement Platforms Building Brand Community | Raheel Pasha | TEDxBeaconhouseKarachi
 
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With too much clutter on the mass media and social media channels, advertising and consumer engagement has now became much more difficult. In this age of advertising, brands that are able to create meaningful relations with its audience and engage them actively are able to taste the success through engagement platforms Raheel Pasha is a marketing professional with an experience of 14 years at Unilever, Reckitt and P&G, which are few of the top marketing companies of Pakistan. He has worked on building popular brands like Dettol, Veet, Safeguard, Knorr, Rafhan, Blue Band, Lux, Lifebuoy, Dove, Fair&Lovely, Vaseline and Ponds, to name a few. He is currently the Marketing Director, Personal Care at Unilever and will be sharing his thoughts on impact of engagement platforms in building brand equity. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx
Views: 596 TEDx Talks
Brand Community
 
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Views: 1111 Casey Frazier
The Psychology of Brand Communities on YouTube - Brendan Gahan @ ReelSummit 2014
 
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http://www.reelseo.com/4-ways-brands-suck-less-reach-more-youtube/ Brands are desperate to break the big YouTube market, but only 6 make it into the top 100 most subscribe channels. That's lower than Twitter, and Facebook. YouTube is a harder space for brands to grow organically, and many fail to put the effort in. At the 2014 ReelSummit, YouTube expert Brendan Gahan walked us through how brands can successfully build communities on YouTube, and how and why that tactic will lead to more success. VISIT REELSEO.com FOR TONS MORE VIDEO NEWS & TIPS http://www.reelseo.com SUBSCRIBE FOR OTHER VIDEO TIPS AND NEWS! http://www.youtube.com/subscription_center?add_user=reelseo SUBSCRIBE TO OUR PODCAST https://itunes.apple.com/us/podcast/tubetalk/id740234896 SUBSCRIBE TO OUR EMAIL LIST! http://rseo.co/ReelSEOemail LET'S CONNECT! Google+ ► http://gplus.to/reelseo Facebook ► http://facebook.com/reelseo Twitter ► http://twitter.com/reelseo Linkedin ► http://linkedin.com/today/reelseo.com ReelSEO ► http://www.reelseo.com
Views: 1797 Tubular Insights
Brand Communities and the Cola War
 
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This video describes the basic definition of a "brand community" through the age-old conflict between Coke and Pepsi. Sources: https://cokevspepsibm2013.wordpress.com/2013/12/07/brand-identity-prism/ http://designshack.net/articles/graphics/pepsi-vs-coke-the-power-of-a-brand/ All video footage was taken out of the public domain through: https://archive.org/details/movies
Views: 1689 Drew Vogelsang
The Brand - Community
 
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October 21 & 22, 2017 Matt Randall
Views: 11 Emmanuel Church
Community Branding: What's the Big Deal?
 
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Roger Brooks teaches why branding is such an essential steps for communities. We are in a global economy and with the internet at our fingertips, communities must stand out from the rest if they want to win.
Views: 312 Roger Brooks
What Is A Brand Community?
 
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For all consumer facing businesses, a prevalent, engaged brand community is the ultimate asset. Instead of projecting 15 apr 2015 a brand community was defined in 2001 by albert muniz jro'guinn as ' specialized, non geographically bound community, 3 jun 2016 the age social media, successful is holy grail customer engagement. A brand community is a formed on the basis of attachment to product or. Recent developments in marketing and research consumer behavior result stressing the connection between brand, individual identity culture 15 jan 2015 an active, engaged brand community can drive innovation increase revenues customer loyalty. Examples of brilliant brand communities that are shaping the & consumer tribes four characteristics a successful community digital oxford academic5 online worldare future marketing? Econtent magazine. O'guinn and albert muniz describe as shared consciousness, rituals, traditions, a sense of moral responsibility. Online brand communities a literature review sciencedirect. A hbr study on branded communities brand community is the term social scientists use to describe like minded consumers who identify with a particular and share significant traits, which researchers thomas c. European marketing matters consumer behaviour in brand communities. 2015 will be the year of the brand community here's why clickz. The purpose of this paper is to investigate empirically relative emphasis accorded by members a brand community identification with that 1 nov 2012 communities are widely recognised as one most effective ways engaging target audiences seen aspirational brands like 23 jan 2015 what's branded in context? A managed followers and customers, usually on, or adjacent to. At their pinnacle, customers, prospects and abstract. Brand community wikipedia10 exceptional examples of brand communities communities, marketing, and media terrella media, inc getting right harvard business reviewigi global. Unlike areas of social community 12 may 2017 here are inspiring examples online brand communities that have become thriving interactive environments in the digital world this paper will explore characteristics products and services inspire strong loyalty, powerful emotional responses a sense 15 apr 2015 making comeback. Brand community wikipedia brand wikipedia en. Googleusercontent search. However, applying successful among them, one of the most promising is online brand communities, born from combination conventional (physical) communities and web 2. How online brand communities work embedded in social networks ncbi nih. A brand community is a specialized, non geographically bound community, based on structured se 23 jan 2017 following from this, i've been looking at some of the best online communities out there. This article introduces the idea of brand community. Brand communities loyal to the community or brand? . The researchers embrace conflict, resist urge to control, forget opinion leaders and build your brand definition o
Views: 16 Xuan Rosser Tipz
Qualitysheet, the brand community marketplace
 
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Qualitysheet is the primary Brand Community Marketplace, trusted by many brands worldwide and growing rapidly, unlocking the customer network in its full potential http://www.qualitysheet.com
Views: 49 YourQualitySheet
Brand Communities
 
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Discussion of brand communities; what makes a brand community & why people become part of a brand community. Made for ADV 316 at the University of Texas at Austin.
Views: 110 Sarah Welbes
Brand Community
 
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Brittney Phan - ADV316
Views: 136 Brittney
Brand Communities
 
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Brand Communities
Views: 434 anita Harrison
Building Community that Creates Exponential Impact | Nadav Wilf | TEDxStPeterPort
 
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According to Yasuhiku Genku Kimura Buddhist teachings: "Passion is not something we have, it's who we are as a cosmic destiny." When we are being our passion we are enlivened and attract a community who shares our vision. When we aren't being our passion, we are driven and motivated, which leaves us unfilled at the finish line of our goal. Nadav Wilf has spent his life building communities and when he heard this philosophy, it clicked to him that passion is the key to building communities who will take action towards achieving a vision. Nadav encourages us all to, "Find and share our passions freely and often, as we never know who shares them and is just waiting to meet us." Nadav has 12 years of experience building, investing in and selling tech startups. Nadav founded Matrix Media Technologies, a leading search engine optimization firm, driving millions of visitors annually in search for Fortune 500 and top tech clients. Matrix was acquired by GearyLSF, the largest interactive agency in San Diego, in 2009. After MatrixMT, Nadav chose to shift his focus on creating impact in the world and founded Enlightened.org, a platform for businesses to integrate philanthropy into everyday life. After Enlightened ran out of cash, Nadav joined Peter Diamandis, founder of the XPRIZE Foundation, as Chief Possibility Officer and partner in HeroX. HeroX is a spinoff of XPRIZE and the leading platform for incentive challenges. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at http://ted.com/tedx
Views: 15689 TEDx Talks
10 Things You Need to Know About Community Branding
 
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Roger Brooks takes you through the 10 Things You Need To Know About Community Branding. Enjoy!
Views: 1331 Roger Brooks
Online Brand Communities
 
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As part of a Graduate Certificate in Social Media and Public Engagement, I present an overview of the journal Information, Technology & People, and analyse one of the 2015 journal articles, which presents research findings on online brand communities, specifically in Facebook.
Views: 247 Kathleen
Harley Davidson Riders - We Are A Community
 
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I wanted to show case what it's like being part of the Harley Davidson UK Community. It's difficult to describe to someone what it's really like and so I wanted to pull together a quick production with a group I ride with in the South of England (Facebook Page). I really hope this brings across the community aspect and the different profiles of people that ride Harleys. We are all unique and come from different walks of life, but what we have in common is a passion for two wheels especially Harley Davidson. Big thanks to Darren for supporting me with the filming and of course the chaps who had lots of patience with me :) Please give it a thumbs up and share on social media. My social media links ; Facebook - Motonewbrider Instagram - Motonewbrider Twitter - Motonewbrider1 • Licence: Music by BENSOUND http://www.bensound.com/royalty-free-... Creative Commons — Attribution 3.0 Unported— CC BY 3.0 http://creativecommons.org/licenses/b... Music promoted by Audio Library https://youtu.be/osg9PmkfTB0
Views: 14759 Motonewbrider
Brand Community
 
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Views: 29 Katherine Heighway
Making Your Mark With Brand Communities
 
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Brand communities have grown alongside the uptick in consumer empowerment -- they're a place where intense brand loyalty is expressed and fostered, and where customers forge emotional connections with the brand. But what makes a brand community successful?
Views: 548 Pitney Bowes
Brand Community - The Harley Way
 
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Explaining concept of Brand community through example of The Harley Davidson !
Views: 891 Megha INDRA
Get Serious About Online Communities
 
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When it comes to online branded communities, who's doing it right? Who are today's biggest winners and losers? Which brands should your customer community strategy emulate and why? Join us as we unpack the State of Online Branded Communities 2012, ComBlu's evaluation of over 92 brands and 200 communities. Learn who is providing the most meaningful member experiences, the most integrated brand strategy, and the best engagement practices. We'll take a close look at today's best and worst performers across three pillars of engagement— feedback, advocacy and community—and give you real-world advice for: 1. using customer communities as trusted content hubs. 2. tapping brand advocates to spread influence. 3. measuring the ROI of community engagement. Today's consumers want social experiences from web-based communities where they can find more relevant information, easily interact with peers and learn from other firsthand accounts of brand experiences. Join us and learn how your brand can get serious about customer communities.
Harley-Davidson invests in future of brand and local community
 
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For Milwaukee-based Harley-Davidson investing in its employees means creating the proper work environment to promote innovation, teamwork and future recruitment.
Views: 2015 Fox Business
Future of Digital Marketing  Brand Communities
 
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Web as a marketing medium is not linear anymore. It is a cross platform maze. Brands are finding it difficult to traverse. Most digital ecosystems are replica of each other (Premium Car Brands have exactly same digital presence). Brand Communities is the solution It's a business strategy which pulled Harley Davidson out of its impending Bankruptcy. Vans went on to take on big boys Nike and Adidas. Brand Communities adopts web as its central tool. With social and mobile becoming the default state for the foreseeable future Building Brand Communities is the way forward. Key takeaways from the session: - Evolution of web from web 1.0 to web.social or web 3.0 - How communities have been the only constant - Current pain points in Digital Marketing - How few brands addressed it? - We decoded the business strategy; Shack Matrix ( Our Framework). - How to evaluate Brand Community Quotient of brands' digital presence. - How to improve it? - Brief introduction to our tool base on the above framework? About the trainer : Abhishek Rai, Founder of Shack Co. Abhishek Rai is the Founder of Shack Co. He likes to build things; teams, products and platforms. He has recently launched Build Your Community, a community management product.He is learning to write essays. He likes to connect the dots; strategy and research for Brands, Startups, Agencies. He founded and manage Beanbuffs, a collective of interesting things and great coffee.
Views: 1130 Digital Vidya
On brand community: Theory and Practice @ Impact Hub Amsterdam
 
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I have spent the last 2 months researching the theoretical concept of (brand) community as it exists in the business of Impact Hub Amsterdam. I would like to share part of this work here, in 2 segments. In the first segment (that you are watching right now) I want to give a condensed version of the concept of community, its applications to branding as well as explain the frame I used to research it at Impact Hub Amsterdam. The second segment is an article where I go in depth on the theory behind understanding and applying the concept of community to branding. You can read the article at the link below: http://www.the-sweetspot.com/blog/general/on-brand-community-theory-practice-at-impact-hub-amsterdam-2/
Views: 285 The Sweet Spot
Brand Community: Starbucks
 
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Creativity American Culture
Views: 1093 Hannah Hiler
Brand Communities
 
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By Audrey Gibbons Creativity and American Culture
Views: 20 Audrey Gibbons
Skaling Ventures Presents: 'Brand = Community' (FULL HIGHLIGHTS)
 
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What is a brand? The term brand is commonly defined as ‘a collection of memories and associations held by the consumer,’ though, many would argue that today a brand is truly defined by its following. The internet has shifted power to the consumer. A brand’s identity is increasingly shaped by social media posts and review sites, as opposed to advertisements no one trusts, or targeted campaigns that struggle to break through the noise. When a brand becomes a community... Instead of investing limited resources in salespeople or Facebook ads, scaling companies are attracting and retaining customers by providing deeply engaging experiences (learning and networking opportunities, among many others). Over time, the customer base starts to strongly resemble a community - united by a common interest in the mission and values, bonded by shared experiences. They become the brand's storytellers and evangelists. Join us for a conversation with thought leaders, where we'll explore: 1.) How to incorporate community building into your strategy and business model 2.) Tactics for building community - on and offline 3.) How to measure results, in terms of customer acquisition costs, loyalty and lifetime value
Views: 80 Kjael Skaalerud
How to Create a Brand Advocate Community that Drives Revenue
 
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www.fanaticsmedia.com Influitive CEO Mark Organ, Bo Bandy of Readytalk and Paul Hetherington of Icompass join me on the show for latest in community management and marketing called Advocate Marketing. Essentially creating a gamified community of unpaid brand ambassadors to help market your product or service. My company manages Influitive communities for our clients and I wanted to share all of the positives and negatives of creatign one for your product or brand. To make long story short, the positives far outweigh the potential negatives. Come check it out. The Free Advocate Marketing Playbook mentioned in the show can be found here: http://bit.ly/1NKXRmW -~-~~-~~~-~~-~- Don't miss this one! "Ep 7: How to Get 70 Million Views on Facebook" https://www.youtube.com/watch?v=fkpZ6r-MKt4 -~-~~-~~~-~~-~-
Views: 801 Fanatics Media
Apple's Brand Community
 
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ADV 316 YouTube Assignment 2
Views: 509 Miguel Delgadillo
Youtube Project #2: Brand Communities
 
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Turn on closed captions at 0:07 "In lecture we talked about Brand communities and what makes up a brand community. Three characteristics that can define a brand community are consciousness of kind, shared rituals or traditions and moral responsibility. Good examples of brand communities are Starbucks, Chick fila, Mustangs, Nike, Harley Davidson, Play Station and even the University of Texas here in Austin. According to an article in the Harvard Business Review, a brand community exists to serve people in that community and people are more interested in the social links that come from brand affiliations than in the brands themselves. People identify themselves with these brands and make the brand part of our lives and part of our cultural identity. These groups increase loyalty and the community connects the producers with the consumers." Fournier and Lee, Laura. “Getting Brand Communities Right.” Harvard Business Review. April 2009. Web. 24 Nov 2015.
Views: 50 Stephanie Claire
Part 2   MS6105   Brand Communities   001
 
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Kalman, M. D. (2009) Brand Communities, Marketing, and Media. Available at: http://www.terrella.com/bcmarketingwp2.pdf (Accessed: 22 February 2017) Kaplan, A. M. and Haenlein, M. (2010) ‘Users of the world unite! The challenges and opportunities of social media’, Business Horizons. 53, pp. 59-68 Kolowich, L. (2016) 10 of the Best Brands on Twitter (And Why They're So Successful). Available at: https://blog.hubspot.com/marketing/twitter-best-brands#sm.00014wr8zo4pgf1hy951fpone7zzm (Accessed: 20 February 2017) Kotler, P. and Armstrong, G. (2016) Principles of Marketing. 16th ed. Edinburgh: Pearson Education Limited Kucuk, S. U. (2008) ‘Negative Double Jeopardy: The role if anti-brand sites on the internet’, Journal of Brand Management. 15(3), pp. 209-222 Laroche, M., Habibi, M. R., Richard, M-O. and Sankaranarayanan, R. (2017) ‘The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty’, Computers in Human Behavior. 28(5), pp. 1755–1767 Li, C. (2007) How consumers use social networks. Available at: http://www.eranium.at/blog/upload/consumers_socialmedia.pdf (Accessed: 22 February 2017) Lopez, M., Sicilia, M. and Moyeda-Carabaza, A. A. (2017) ‘Creating identification with brand communities on Twitter: the balance between need for affiliation and need for uniqueness’, Internet Research. 27(1), pp. 21-51 Maffesoli, M. (1996) The time of the tribes: The decline of individualism in mass society. Thousand Oaks, CA: Sage Publications McAlexander, J; Schouten, J; Koening, H. (2002). Building Brand Community. Journal of Marketing. 66 (1), Pp. 38-54. McWilliams, G. (2000) ‘Building strong brands through online communities’, Sloan Management Review. 43(1), pp. 43-54 Muniz, A. M. and O’Guinn, T. C. (2001) ‘Brand community’, Journal of Consumer Research. 27(4), pp. 412-432 Musser and O’Reilly (2006) Web 2.0 Principles and Best Practices. Sebastopol, CA: O'Reilly Media Pei-Ling, H. and Shang-Ling, W. (2015) ‘Relationship formation within online brand communities: Bridging the virtual and the real’, Asia Pacific Management Review. Pp. 1-8 Petropoulou, K. (2014) Use Twitter to build your brand's community. Available at: http://blog.twittercounter.com/2014/02/use-twitter-build-brands-community/ (Accessed: 16 February 2017) Pingdom (2010) The incredible growth of the Internet since 2000. Available at: http://royal.pingdom.com/2010/10/22/incredible-growth-of-the-internet-since-2000/ (Accessed: 16 February 2017) Razmus, W., Jaroszynska, M. and Palega, M. (2017) ‘Personal aspirations and brang engagement in self-concept’, Personality and Individual Differences. 105, pp. 294-299 Sparrow (2015) The history of social media: Social networking evolution! Available at: http://historycooperative.org/the-history-of-social-media/ (Accessed: 13 February 2017) Tardini, S. and Cantoni, L. (2005) ‘A semiotic approach to online communities: Belonging, interest and identity in websites’ and video games’ communities, Proceedings of IADIS international conference. Pp. 371-378 Venkatesh, A. (1995) ‘Marketing in a postmodern world’, European Journal of Marketing, 29(1), pp. 40–56. Wellman, B. (1997) ‘An electronic group is virtually a social network’, Culture of the internet, Lawrence Erlbaum, Mahwah, pp. 179–205 Wellman, H. and Gulia, M. (1999) Net-surfers don’t ride alone: Virtual communities as communities. B. Wellman (Ed.), Networks in the global village, Westview, Boulder, CO, pp. 331–366 Williams, L. and Cothrell, J. (2000) ‘Four smart ways to run online communities’, Sloan Management Review. 41, pp. 81–91 Wilson, A (2014) ‘The app of influence', Creative Review. 34(10), pp. 54-57 Wolinski, C. (2014) 'Instagram: A Favorite Mobile Community Among ECPs', Vision Monday. 28(9), pp. 16-18 Zaglia, M. E. (2013) ‘Brand communities embedded in social networks’, Journal of Business Research. 66, pp. 216-233
Views: 218 Naomi Christiansen
Game Business: Brand Communities and Video Games - Frank Gamer
 
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The video game business is pretty competitive. To get ahead, many companies will try to build a brand community. But what is that? In this video I discuss what a brand community is, and some of the markers of it. Then, we learn about how the video game industry relates to all of this. Some examples include Killzone vs. Halo, Sega Genesis vs. Super Nintendo, and more! [EDIT: Sorry for the poor quality. My old camera broke, so now I have to use this one...]
Views: 340 Frank Gamer
Brand Communities
 
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by Emily Allen and Avery Robinson
Views: 52 Avery Robinson
What is COMMUNITY MARKETING? What does COMMUNITY MARKETING mean? COMMUNITY MARKETING meaning
 
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What is COMMUNITY MARKETING? What does COMMUNITY MARKETING mean? COMMUNITY MARKETING meaning - COMMUNITY MARKETING definition - COMMUNITY MARKETING explanation. Source: Wikipedia.org article, adapted under https://creativecommons.org/licenses/by-sa/3.0/ license. Community marketing is a strategy to engage an audience in an active, non-intrusive prospect and customer conversation. Whereas marketing communication strategies such as advertising, promotion, PR, and sales all focus on attaining customers, Community Marketing focuses on the needs of existing customers. This accomplishes four things for a business: 1. Connects existing customers with prospects 2. Connects prospects with each other 3. Connects a company with customers/prospects to solidify loyalty 4. Connects customers with customers to improve product adoption, satisfaction, etc. There are two types of community marketing: 1. Organic or natural marketing occurs without the assistance of the company. Organic marketing is word-of-mouth marketing and is one of the most effective marketing methods 2. Sponsored community marketing is promoted by company through activities like investments in the local community improvement initiatives or corporate social responsibility. Recent skepticism building among consumers as a result of blatant advertising and other unethical communications has affected the success of the sponsored form of Community Marketing. Continuing success in community marketing strategies has been found in engaging and cultivating the natural communities that form around their product/service.
Views: 585 The Audiopedia
lululemon | brand doc
 
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Ever wonder what happens behind the scenes at lululemon? Here's a snapshot of where our heart beats hardest.
Views: 71795 lululemon
Harley-Davidson, Behind The Scenes Brand Reel
 
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Passion, Freedom, Independence and Community epitomize Harley Davidson Motorcycles. Find our what makes this Cult brand roar with Marketing Director Brad Jandrew. http://harley-davidson.com/en_CA/
Views: 4274 The Gathering
Understanding Online Brand Communities: The Role of NVivo and NCapture
 
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Want to understand what drives brand communities and their behavior? Interested in discussing Netnography, a qualitative research methodology that adapts ethnographic research techniques to the study of culture and communities emerging through computer-mediated communications? See how you can gather and work with social media data using NCapture from within NVivo and then automatically code social media data quickly and easily in order to visualize the results.
Views: 532 NVivo by QSR
Brand Communities.avi
 
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Brand Communities/King of California
Views: 515 rhondaevon
Brand Community
 
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Tierra Johnson VSU16 Brand Community Video-- Created using PowToon MKTG3620IA Fall2016-Consumer Behavior
Views: 30 tierra johnson
Brand Communities
 
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A short in depth video about brand communities
Views: 26 Elon Kennedy
Community is the New Marketing | Meghan Murphy | CMX Summit West 2015
 
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CMX Summit is the world's largest gathering of community professionals and businesses. CMX, the hub for the community industry, curates community management case studies, research, education and events to help businesses develop successful community strategies and give community professionals the opportunity to thrive.
Views: 764 CMX
The key to building a brand community on social media
 
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With Facebook reducing page visibility, it's more important than ever to build a strong brand community. Find out how to get started.
Views: 94 Cas McCullough
BrandMate (App) Enter Your Tailor-Made Brand Community
 
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BrandMate (iPhone App) is the tailor-made Community for Brand Ambassadors, the go-to place for brand-related interaction. Build exceptional relationships within a community of Brand Lovers. Explore the latest on any brand. More info at http://brandmate.it Download BM from iTunes https://itunes.apple.com/app/brandmate/id824674957?mt=8 Facebook: https://facebook.com/brandmate Twitter: https://twitter.com/TheBrandMate Tumblr: http://brandmates.tumblr.com CREDITS: Aldo Ricci - Arproductions films http://arproductionsfilms.com Share this video http://youtu.be/W-D-BIqgJ40
Views: 3797 BrandMate
Brand Community Management La Salle Postgraduate Course
 
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More information about Brand Community Management Postgraduate: http://www.beslasalle.net/portal/masters/masters-marketing-bcm-barcelona-presentation What is the BCM (postdegree in Brand Community Management)? The BCM is directed professionals and future professionals who want to be formed in the creation and management of relevant contents for a brand online, in networks like Facebook, Twitter, Foursquare or in social own networks. This posgrado allows to accede to the MSMBS (Social Average Master in Branding and Strategy). The benefits of this postgraduate are: - A new profession, for the today market. - Methodologies of acceleration of learning proved. - Professorship - professional with recognized experience. - Designed for and for active, anxious persons. - In the best environment. (BES Go out For Her URL Barcelona, Executive campus). Adriana Freixa, student Postgrado in Brand Community Management, explains to us brief his experience and his opinion about this posgrado. BCM allows us to find a new vision that helps us to know so much the strategies to be in the social networks as our creative part.

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