emballage, paris/packvision/19.11.2012 packaging in the brand community age the community brand...
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Emballage, Paris/PackVision/19.11.2012
Packaging in the Brand Community Age
The Community Brand
Massimo BartoccioliCatholic University of Milan
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The Community Brand
Community Brand fulfils the need to belong to a lifestyle Group
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The Community Brand
Love is more important than convenience
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Corona
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Swatch
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The Community Brand
Community Brands are created by faithful consumers who gatherthrough mouth-to-mouth communication process
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The Community Brand
The target is mainly made by young people (16-24 years old) and young adults (25-35 years old) but the main elements are represented by culture, passion and hobbies
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The Community Brand
The Web is the perfect environment for Community Brands because it enablesdaily exchange of experiences related to the product by faithful consumers
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Tonno Consorcio
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The Community Brand
The communication’s strategy is fusionwith communities and consumers both on the Web with relevant blog and wherever consumers meet
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Red Bull
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The Community Brand
The product must become a Totem,The brand a “Mana”Packaging and design in this symbolicapproch play a central role
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Smart
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Harley Davidson
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Apple