Brand Community Strategies for Creating Value for Customers

A brand is what can either attract people to you or make people avoid you; people would identify you by the brand you portray. One can communicate their brand through actions and words. “It is essential to understand that wherever we are, in whatever we do, we are all building our brand”.

What is value? For everyone, it is different. In business, what do we value? Do we value our client? Do we value our company? Do we value our products? In respect to business world relationships and “good” relationships, they are built on trust—that is definitely a value (in my opinion), especially in the business world. As a Starbucks barista, customers value their barista. I have seen it, and I can say that I know a lot more about a customer’s personal life than I ever thought I would when I was first employed with the company. Customers will come in at the same time when the same barista is working because they are having service done by someone that they can trust. There is a value between the two, and the customer definitely sees the barista as a giver (a giver a great customer experience/service). In a greater perspective of this book, good business relationships are not built on the product, but more so the service that the company has to offer—they are built with the person that is offering whatever product it may be that the company is offering. Sure, products may be a value to someone else, but the extra added value would be the relationship; the seller needs to be able to add the extra

Customer Value is ‘the performance characteristics, features and attributes, and any other aspects of goods and which customers are willing to give up resources’ (Robbins, Bergman, Stagg and Coulter, 2012). This broad definition highlights the fact that there are multiple aspects that contribute to create a sense of value within the customer.

Brand is a name, term, design, image, symbol or any other feature that identifies one seller’s good or service as distinct from those other sellers.[4].

Experiential marketing explained in the sports business journal article “Engaging in the crowds” creates an emotional response from the consumer that will eventually lead to a purchase, brand loyalty and a referral.

Every organization main goal is create brand equity which is value that is added value endowed by the brand to the product. The end goal is to create brand loyalty with customers. Brand loyalty provides a host of benefits including:

Civic engagement refers to the ways in which citizens participate in the life of a community in order to improve conditions for others or to help shape the community’s future. It means promoting the quality of life in a community, through both political and non-political processes.

To communicate the desired image to the target markets and potential customers, various promotional campaigns will be employed as discussed in table 5

According to the American Marketing Association (AMA), a brand is a “name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition”. However, as Keller highlights, a brand is also “something that has actually created a certain amount of awareness, reputation, prominence, and so on in the marketplace”. Therefore, a brand is an identity created to differentiate itself from the competitors and to be remembered in consumer’s mind.

Sit down with your team and explore how to bridge your brand with your target audience. Then, broadcast those insights on social media.

The deliverance of a formidable value proposition and superior customer experience are the two propelling factors in determining customer engagement. Aligning these strategic elements with the organization’s brand and internal culture will have immense effects on engagement. First and foremost, an organization must retrieve informative customer insight to develop a distinguishable value proposition. Secondly, through brand advertising, effectively market the value proposition. Tertiary, with engaged employees within the organization, delivering upon the promise guaranteed by the value proposition must be adhered to. Lastly, fortify the cultural foundation to effectively deliver upon promises innate to the value proposition. (Alpert and Roberts, 2010)

As a Dell Campus Ambassador, my job is 80% of Experiential Marketing. It is about using People as Media TM. By using its People as Media™ approach to connecting different brands with consumers, Mosaic conducts thousands of marketing events and retail visits

The dynamics of the brand reputation helped build better businesses, and the role of the brand which consider as a barometer of value has sustained growth.

To ensure an effective marketing campaign an Integrated Marketing Strategy must be developed to communicate the brand and work collectively with various tactics to deliver a seamless message to consumers that stand out amongst competition. The objective is to make certain all elements of the marketing communication including, public relations, advertising, online communication, direct marketing, social media, and sales promotions are a collaboration of a unified campaign to effectively promote a product, rather than each tactic working independently, and would not have a maximize effectiveness. Csikósová (2014).

Form evangelized and committed evangelizers who will strive their best to serve and promote the interest of their fellowmen.