By: Brittany Risser Abbie Dunaway Lee Brown

 Consumers hold strong, favorable, and unique associations with a brand  Willing to pay more for a certain brand over others  Increases financial value of the brand to brand owner  Consumers create emotional ties to certain brand names based on past experiences

 Defined as an enduring self-selected group sharing a system of values and standards and recognize bonds or membership with each other.  Community formed on the basis of an attachment to a specific brand or product  Companies with strong brand communities include: Harley Davidson, Apple, Subaru, Saturn, Jeep, Lego, Palm, Volkswagen

 Known as Vdub by enthusiasts  Attracts younger consumers through efficiency by the new “green movement” and still having high performance.  Attracts older consumers through past experiences with the brand ◦ Youthful ideas of the hippie era (ie the “love bus”

 Owners of VW have created a vast number of forums online including: ◦ Maintenance ◦ Performance ◦ VW car shows and events worldwide

 Known to the outdoor enthusiasts  Jeep meshes prestige with a functional ruggedness  Jeep lovers say that owning a jeep is more than just a choice, it’s a lifestyle  Owners of Jeep have created websites, blogs, and scheduled events to get together with other Jeep owners.