Building brand communities : how organizations succeed by creating belonging (eBook, 2020) [WorldCat.org]
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Building brand communities : how organizations succeed by creating belonging
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Building brand communities : how organizations succeed by creating belonging

Author: Carrie Melissa Jones; Charles H Vogl
Publisher: Oakland, CA : Berrett-Koehler Publishers, [2020] ©2020
Edition/Format:   eBook : Document : English : First editionView all editions and formats
Summary:
"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"--
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Details

Genre/Form: Electronic books
Additional Physical Format: Print version:
Jones, Carrie Melissa.
Building brand communities.
Oakland, CA : Berrett-Koehler Publishers, [2020]
(DLC) 2019054295
(OCoLC)1112905796
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Carrie Melissa Jones; Charles H Vogl
ISBN: 9781523086634 1523086637 9781523086627 1523086629
OCLC Number: 1191844265
Description: 1 online resource (1 volume)
Contents: 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
Responsibility: Carrie Melissa Jones, Charles H. Vogl.

Abstract:

"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"--

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