Case Analysis Of Brand Communities

A brand is a portfolio of qualities associated with a name, which in turn invokes certain images to individuals and hold values beyond the benefits of a product (Iacobucci, 2018). Brand association occurs when customers make a cognitive or emotional association with a particular brand. For instance, when a customer sees a certain color, symbol, logo, or name they automatically can make a connection to a particular brand. Brands start with a name that conveys information, suggest their benefits, or can even be named after their founders (Iacobucci, 2018). In the marketing perspective marketers can control the brand which they are marketing by using catching logos, colors, slogans, or even the products shape and appearance. In marketing a marketer can control the message they are trying to convey but cannot really have control over an individual’s association with that particular brand. Once a customer has an association with a particular brand they may favor the brand based on a past experience or even that individual’s sense of style or they may dislike a brand because of an association they

According to Holt (2004), a brand can be defined as a term, name or a design that distinguishes product or service of one manufacturer from others. Brands are normally utilized in advertising, business and marketing. In accounting terms, brand is an intangible asset which is present within every organization. It is most valuable asset that is outlined in the balance sheet of a company. Brands owners need to effectively manage their brands in order to enhance shareholder value. Brand valuation is an important technique that associates money with a brand. Effective branding often results into high sales volumes of a particular product. A customer who prefers a brand is more likely to choose other products which are offered by the same brand. Brand can be stated as a personality that facilitates identification of a company, product or service. It even encompasses relation with other constituents like customers, partners, investors, staff, etc. Individuals distinguish psychological aspect of a brand from experimental

With emergence of globalisation, competition in market is not limited to the product itself, but as been more linked with brand which create a special persona for its users in form of brand image. The core motive of this research is to find and analyse

Critical ways to prevent the current level of food discard can be achieved through the active involvement of communities and consumers. Many retailers have initiated public campaigns to stress that food waste can often be reduced or even avoided. In particular, educational campaigns addressing young generations are very effective in fostering more waste-conscious habits. In addition, information shared with students are taken home to promote sustainable consumption even among family members.

A brand is an organisation, product or service which has created an emotional connection with their consumers in order for them to favour their brand over their competitors. It is incredibly important for brands to keep up their image and one little thing could change the global perception of a business. It takes a lot to maintain a brand image that has been built up over a long period of time and even more to regain it if that reputation is lost. Brands are created through various different aspects such as their visuals, tone of voice, advertising, actions and reputation. The combination of these will leave their consumers with long lasting emotions and perceptions of a particular brand and will effect whether they support a business or not and whether they would favour or avoid it. When a brand looses their image it can cost a lot of money and time to rebrand to prevent complete failure of the product or service.

Brand strategy is of upmost importance when it comes to customer visualizing a company. Branding is critical to the company as well as the product. The company brand embodies what the company is about,including the product (Hatline, M.D. & Ferrel, O.C., 2014). Branding provides the company with leverage when it tries to enter new markets Whether that be new locations or new product offerings (Douglas, S. P., Craig, C. S., & Nijssen, E. J., 2001).

Based on Boorstin’s concept, Miku fans can be identified as consumer community as they are organised by non-geographic link (Friedman, Abeele & Vos, 1993). To be future categorised, Canniford’s three structures for consumption community: brand community, consumer tribes and subculture of consumption (Table 1).

The definition and importance of brand has been discussed by many scholars. Kotler (2006:334) defined Brand as ‘a name, term, symbol or design which helps the sellers to differentiate its products and services from its competitors’. Duncan (2008:70) claimed that a brand is a perception of a company or a line of products and services which is result from the experience and information. About the importance of brand management, Groucutt (2005:120) stated effective brand management can help a company gain and sustain competitive advantages. According to branding; the corporation can obtain legal protection through copyright, trademarks and patents. In addition, the company can also add value to its product and services. Furthermore, a brand can help the company to differentiate its

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 exist to some extent within the culture and/or fundraising efforts of charitable organizations. The article offers a number of research propositions for research into the influence of brand community markers and mechanisms

Since an increasing number of people focus on brand names instead of product, brands become important elements for customers to choose products (Carroll, 2008). When customers trust the brand, the benefits for the manufactures are generated. In the first place, brands can be used by products as the tool to identify and differentiate themselves from various products. Secondly, brands are helpful for companies to build a competitive advantage (Bick, 2009). Therefore, organisations take more attention to branding.

It is widely known that organized religion has dramatically shaped every aspect of human identity for several years. For example, in a society currently bombarded by material objects and cluttered advertisements, an interesting relationship between brands and religion has formed. Despite the correlation between the two being invisible to the naked eye, academic scholars have taken great interest in researching how brands operate like religion. With that in mind, the purpose of this essay is to identify and analyze the common attributes between religion and brands. This analysis begins with working definitions of both concepts, in addition to discussing the common attributes which include: formation of human community, focus on human desire, and entering into human relations of exchange. Accordingly, by drawing on David Chidester’s text, Authentic Fakes: Religion and American Popular Culture (2005), this paper will argue that Apple, an iconic brand, is an authentic fake doing real religious work.

They sum up the full article without providing proper definition of brand community. I am satisfied with their view points because all the writers give their own views and definitions of brand communities but nobody become successful to analyse brand communities.

In society today, everything has a name for it. If the product doesn’t have a well-known name, it goes by name that a well-known product that is similar goes by. Branding has made its impact on society and it’s never going to go away. In this situation, all we can do from here is analyze more and more until we fully understand its presence in society and its effects. Branding has its biggest effects on consumerism, which makes us question consumerisms power in society. Has our society become one big, replicated consumer or can a consumer or even a person still be unique and individual? Branding creates competition amongst companies throughout the world and creates a competition for the consumers. Not only, it also creates issues, creates

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 features which set boundaries for a brand community to make it apart from other community structures and it has also a unique set of dynamics. The authors of totem beget clan paper discussed in it, about brand community’s expansion, characteristics, implications and marketing strategies. They explained it with some other writers’ views (Muniz O’Guinn (2001), Anthony Cohen (1985), O’Reilly (2012), Carlson (2008), Cova and Pace (2006), Burgh Govan (2007), Schau (2009), Holt (2004-2006)) and a number of examples such as Apple, BMW and Harley Davidson motorcycles which clearly defines all the views. In conclusion, they raise its importance and overlap it with other social figurations.

Brand community is considered to be a community of brand followers and customers, fastened together by similar behavioural attachment towards the brand. As drastic innovation on the leading platforms reduces down, marketers become progressively limited in their influence, brands are requiring to move laterally to lodge their customer-centred needs. Brands are considering onlookers connected by the synchronization of their brand interest, rather than the unity of their social "real world" connections. The communities are trained on social media which bid amusing new opportunities to squeeze brand sensibility. Taking the commitment of the brand to a fully preserved community makes comprehensive sense in a customer-centred strategy. Marketers can build up brand communities by assisting in shared consumer experiences and strengthening the trustworthiness to the brand as an amalgamation towards the brand (McAlexander, Schouten, & Koenig, 2002). In the emerging consumer culture fuelled by industrial revolution, the sense of community and interpersonal bonds and unimagined fellowship is necessary for the growth of the brand and the manufacturers (McAlexander, Schouten, & Koenig, 2002).