Brand Communities and Word of Mouth Marketing

Jason Wilde James BucklesMike Mitchell

Brand Community

• A group of consumers who share a set of social relationships based upon usage or interest in a product.– Bud Light Pool Party

WOM MarketingWOM: product

information transmitted by individuals to individuals– More reliable

form of marketing

– Influences two-thirds of all sales

WOM Marketing Continued…

• Jason heard about Bud Light pool party • Now he is attending • Both Hard Rock in Vegas and Bud Light are

making money off of Jason and his friends. • This was done all through “Word of Mouth” • Many more examples…

Reference Groups

Membership reference groups: people the consumer actually knows– Advertisers use “ordinary people”

Aspirational reference groups: people the consumer doesn’t know but admires– Advertisers use celebrity spokespeople

Interesting Fact….

When looking for an "Oregon” Bud Light can this appeared…

The End…

References

• https://www.seeuthere.com/eps/event/microsite/previewinvitation.asp?pagetype=CUSTOMPAGE&CustomPageid=/454280

• http://www.charlestoncitypaper.com/charleston/BudLightWorldsLargestPoolParty/Page