equipment are busy trying to build communities around their own brands.Brand community is a marketing strategy which serves a brand. Brand community is the term social scientists use to describe likeminded consumers who identify with a particular brand and share significant traits. HarleyDavidson’s turnaround success was the strategic decision to become the one motorcycle company that truly represented the Brotherhood. A company that went out into the riding community to understand the needs of real…

CONCEPT OF BRAND COMMUNITY: BUILDING COMMITMENT IN THE CHARITY SECTOR ABSTRACT The paper introduces a model of brand community development that is extended to the nonprofit sector; a sector that has just recently begun to embrace relationship marketing. It is believed that brand communities represent a unique form of relationship marketing, with benefits that are particularly compelling for nonprofits. Indeed, the paper reveals that many of the characteristics of brand communities already…

particular brand or product is termed as brand community. In the past people were categorised by their occupation, religion, language and ethnic backgrounds, whereas at present people are distinguished by what they buy and what they are capable of buying. The market must be analysed to strategic brand management due to the dynamics of consumption, individualization as well satisfy collective identity of brand community. Ethnography no longer differentiates people who have a predilection for a brand in common…

particular brand or product is termed as brand community. In the past people were categorised by their occupation, religion, language and ethnic backgrounds, whereas at present people are distinguished by what they buy and what they are capable of buying. The market must be analysed to strategic brand management due to the dynamics of consumption, individualization as well satisfy collective identity of brand community. Ethnography no longer differentiates people who have a predilection for a brand in common…

Brand Community Analysis As the development of communication technology and global market, the concept of Brand Community was fist defined as ‘a specialized, non-geographically bound community, based on a structured set of social relationships among admirers of a brand’ by two social scientists, Albert M. Muniz, JR and Thomas C. O’Guinn (2001). This essay will firstly give a brief overview of brand community, and then point out three main characteristics and further discuss these features of…

understand the impact of brand communities embedded on Social Networking Sites on brand commitment. The causes and consequences of this commitment would be studied and the field research would be conducted on multiple samples as we plan to prove that different types of brand categories elicit different responses in this context. INTRODUCTION It has now been established that brand communities are a privileged link between companies and consumers. Their impact on brand commitment, loyalty and equity…

Brand Community Introduction During the last fifteen years, there are many popular subjects: relationship marketing and brand building,etc.These hot subjects encourage interaction and speed up the incubation of new sources of disciplinary growth: Brand Relationship(the relationship between consumer and brand).In Brand Relationship theory sysytem,more scholars focus on the relationship between consumer and brand, but Muniz and O’Guinn(2001) did more research on the relationship among consumers…

The article, “When totems beget clans: The brand symbol as the defining marker of brand communities” by Greg Stratton and Jeremy Northcote discussed the differences of brand community with other type of communities. The next important thing is brand symbol which leads the reputation of brand community is not including just in totemic fashion and it raise the number of consumers. It also shows the brands and branded products’ market with new social trends. It is claimed that there are some precise…

Brand Community Strategies for Creating Value for Customers A brand community consists of a group of customers who share similar values, standards and culture while recognizing bonds of membership with each other and with the whole community. Benefits of deploying a brand community systems include customer brand loyalty, positive brand image, reduced marketing spend (since brand message is passed on through WOM within the community), innovative products and services, and the likes. But…

BRAND ENGAGEMENT (WITH A FOCUS ON BRAND COMMUNITIES) Engagement is a term that has been explored in a wide range of academic disciplines, such as organisational behaviour, sociology, political science and psychology. In the context of marketing and business, engagement is represented through “an individual-spesific, motivational, and context-dependent variable emerging from two-way interactions between relevant engagement subject(s) and object(s)” (Hollebeek 2011). Resnick (2001), claimed that…