Harley Davidson, since the 1980s, has been building up a brand community of shared values, lifestyle and ethos. The launch of The Harley Owners Group (HOG) became the “meeting point” of thousands of Harley enthusiasts who transformed a company at the brink of banckrupcy into an ideal branding example. Thirty five years later Harley still proves that a brand’s power goes beyond sponsorships, celebrity endorsements … Continue reading Harley Davidson- The grandaddy of all communities.
Starbucks coffee chains were founded in 1971, in Seattle and until nowadays they offer unique quality of products to their customers. As they operate in more than 20,000 locations worldwide, Starbucks wanted to provide their fans with the opportunity of an online community called “My Starbucks Idea”. In order to create a spherical idea about brand communities, I have searched different categories online. … Continue reading My Starbucks Idea
Ben & Jerry’s brand of ice-cream started in 1978 with a $12,000 investment ($4,000 of it borrowed). They opened their first ice-cream shop in a renovated gas station in Burlington, Vermont. Ben & Jerry’s company was expanded by the opening of their first franchise shop in Shelburne, Vermont. Big life changes occurred in 2000, when Ben & Jerry’s became a wholly-owned subsidiary of Unilever. … Continue reading Ben & Jerry’s Euphoria Campaign Successfully Engaged the Instagram Community
Being Girl is a web page established in 2000 by P&G multinational company which is now available in 25 countries. Apart of being a marketing effort of the company it is a site which provides advises by experts, discussions about relationships, menstruation, eating disorders etc. Questions can be asked and all the information provided by the site can help to analyze the market. They … Continue reading Being Girl Embraces a Successful Social Community
Red Bull, started as an energy drink company and managed to evolve into a multimedia mogul, with millions of followers around the world. Continue reading How Red Bull established its brand community