Getting Brand Communities Right外文翻译.pdfVIP

Best Practice BY SUSAN FOURNIER AND LARA LEE Getting Brand Communities Right Embrace confl ict, resist the urge to control, forget opinion leaders – and build your brand. IN 1983, HARLEY-DAVIDSON faced extinction. Twenty-fi ve aspire to the customer loyalty, marketing eiciency, and brand years later, the company boasted a top-50 global brand valued authenticity that strong communities deliver, few understand at $7.8 billion. Central to the company’s turnaround, and to what it takes to achieve such benefi ts. Worse, most subscribe its subsequent success, was Harley’s commitment to building to serious misconceptions about what brand communities are a brand community: a group of ardent consumers organized and how they work. around the lifestyle, activities, and ethos of the brand. On the basis of our combined 30 years of researching, Inspired by Harley’s results and enabled by Web 2.0 technol- building, and leveraging brand communities, we identify and ogies, marketers in industries from packaged goods to indus- dispel seven commonly held myths about maximizing their trial equipment are busy trying to build communities around value for a fi rm. For companies considering a community their own brands. Their timing is right. In today’s turbulent strategy, we of er cautionary tales and design principles. For s t t world, people are hungry for a sense of connection; and in lean those with existing brand communities, we provide new ap- o P y economic times, every company needs new ways to do more proaches for increasing their impact. And as you’ll see from d n with what it alrea