HOW TO BUILD A BRAND COMMUNITY

Elena I. Charushina ()
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Elena I. Charushina: Kostroma State University

Annals of marketing-mba, 2019, vol. 4

Abstract: Article attempts to propose a new model of brand formation as a community of consumers based on value orientations and attitudes. The purpose of the study is to analyze how communities are formed in society, and to draw analogies in the formation of brand values. As a result of the analysis of the phenomenon of such communities as “Guchi†, “Mcdonalds†, “Get Blue†, “Harley Davidson†and others, it was concluded that the following conditions are necessary for creating a successful brand: awareness of the importance of communities, focusing on individuals, demonstration love and loyalty to clients, cultivating a sense of individuality and belonging, using social connections and interaction, creating conditions for joint experience of community members.

Keywords: brand; branding; community; values; social ties. (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:mmb:journl:articl_v4_33_19

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