Building brand communities : how organizations succeed by creating belonging
Carrie Melissa Jones (Author), Charles H. Vogl (Author)
"An authentic brand community is more than just people buying your product or working alongside one another. This book articulates the critical roles of mutual concern, common values, and shared experiences in creating fiercely loyal customer and collaborator relationships"-- Provided by publisher
eBook, English, 2020
First edition View all formats and editions
Berrett-Koehler Publishers, Oakland, CA, 2020
1 online resource (1 volume)
9781523086634, 9781523086627, 1523086637, 1523086629
1191844265
Intro
Title Page
Copyright Page
Dedication
Preface
Introduction
Part 1: Brand Community Foundations
1: Recognizing Community, Brand Community, and Belonging
2: Supporting Organizational Goals
Part 2: Building from the Beginning
3: Distinguishing Community
4: Starting at the Beginning
5: Team Selection
6: Growth Principles
Part 3: Deeper Ideas
7: Leaders' and Managers' Roles
8: Creating Shared Experiences and Space
9: Content Strategy
10: Motivation and Encouraging Participation
11: Measurement and Metrics
Last Word Appendix A: Brand Goal Practices
Innovation Community Practices
Talent Recruitment and Retention Recruitment Practices
Customer Retention Practices
Marketing Practices for Community
Practices for a Support Community
Practices for Supporting Movement Communities
Appendix B: Worksheets
Worksheet 1: Selecting Founding Members
Worksheet 2: Selecting and Training Leaders
Worksheet 3: Campfire Experiences
Worksheet 4: Identify a Brand Community's Purpose
Worksheet 5: Encouraging Engagement
Notes
Glossary
Further Reading
Acknowledgments
Index