Getting Brand Communities Right  

Oleh:

Fournier, Susan ; Lee, Lara

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Harvard Business Review bisa di lihat di link (http://web.b.ebscohost.com/ehost/command/detail?sid=f227f0b4-7315-44a4-a7f7-a7cd8cbad80b%40sessionmgr114&vid=12&hid=105&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&jid=HBR) vol. 87 no. 4 (Apr. 2009), page 105.
Topik: Brand Communities; Harley-Davidson; Markets; Companies

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: HH10.38 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

Lihat Detail Induk

Isi artikel

In 1983, Harley-Davidson faced extinction. Twenty-five years later, the company boasted a top-50 global brand valued at $7.8 billion. Central to the company’s turnaround, and to its subsequent success, was Harley’s commitment to building a brand community: a group of ardent consumers organized around the lifestyle, activities, and ethos of the brand. Inspired by Harley’s results and enabled by Web 2.0 technologies, marketers in industries from packaged goods to industrial equipment are busy trying to build communities around their own brands. Their timing is right. In today’s turbulent world, people are hungry for a sense of connection; and in lean economic times, every company needs new ways to do more with what it already has. Unfortunately, although many firms aspire to the customer loyalty, marketing efficiency, and brand authenticity that strong communities deliver, few understand what it takes to achieve such benefits. Worse, most subscribe to serious misconceptions about what brand communities are and how they work. On the basis of our combined 30 years of researching, building, and leveraging brand communities, we identify and dispel seven commonly held myths about maximizing their value for a firm. For companies considering a community strategy, we offer cautionary tales and design principles. For those with existing brand communities, we provide new approaches for increasing their impact. And as you’ll see from our discussion and the online “Community Readiness Audit” at brandcommunity.hbr.org, your decision is not whether a community is right for your brand. It’s whether you’re willing to do what’s needed to get a brand community right.

Opini Anda

Klik untuk menuliskan opini Anda tentang koleksi ini!

Kembali