Building Brand Communities

2

SUPPORTING ORGANIZATIONAL GOALS

This chapter articulates problems that brand communities often address for organizations and the ways communities support the organizations investing in them. The distinctions discussed here will help leaders recognize why and when to invest. If you’re already confident that your brand community does or will warrant attention and investment for meeting your organizational goals, then you may prefer to skip to part 2, where we jump right into discussing building a brand community from the beginning.

Successful brand communities address many ongoing challenges that brands face. The seven organizational goals discussed in this chapter and the deeper discussion in appendix A collectively address these challenges ...