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Marketing Case Study : ' When Totems Beget Clans '

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MARKETING CASE STUDY ANALYSIS

1. Introduction:

Brand community has been a theme of enthusiasm for late years. These days, consumers don 't only select items; additionally select the brands that they perceive. The securely attached "relationship" in the middle of consumers and brands has been constantly advancing and this paper concentrates on such relationship. Partaking in a brand community and interfacing with different individuals inside it will lead a purchaser to change his feeling of having a place, his distinguishment of the brand, and, to a certain degree, his perceptual danger.
This analysis is based on the case study titled “When totems beget clans: The brand symbol as the defining marker of brand communities”. Brand community
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More people are currently ready to participate in the communities they are occupied with. They can structure different communities and meeting in the web, and in addition make quantities of distributions of learning and data. From one perspective, consumers look for the answers they need to know on the net, and then again, they give others their conclusions and give a few arrangements.
2. Analysis:
Muniz (2002) thinks brand community as a customer to customer interaction on brands. I suggest a new model as well as a shift of perspective. Interpreting brand community as a social aggregation of brand users and their relationships to the brand itself as a depot of meaning (Aaker, 1997) overlooks other relationships that provide brand community team members with their unity and cultural assets (Holt, 2001).
From the case study, I analysed that brand communities are symbolically constructed in ways similar to those, that is, as collectives that draw on shared symbols as a basis of community-belonging and serve to spot the boundaries of their brand communities, in much the same way that Durkheim (1971) sighted clans as using combined representations in the form of totems as a basis for unity.
A few creators have developed the first take a shot at brand communities. Adjei (2011) examine how brand communities can absolutely influence client purchasing behavior and how brand communities are a solid medium through which clients impart and trade data despite being
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