Brand Community Essay

1631 words - 7 pages

Analysis of the paper:

“When totems beget clans: The brand symbol as the defining marker of brand communities.”

Student: Babel Alexey
Course: MBA (internal)
Subject: Marketing Management. Code: LB5202:03
Subject coordinator and lecturer: Dr. Breda McCarthy

April, 2015.


In the last decade, there has been a vast increase in the number of different varieties of brand communities. There is no doubt, that this aspect has an extremely significant influence on a modern marketing process and the whole business properly. As a consequence, to create the successful business, contemporary managers should bear in ...view middle of the document...

g. Coca-Cola vs Pepsi, Mercedes vs BMW, etc.).
Nowadays, the Internet expansion has resulted in the shift of the global market from material towards on-Line distribution and sale, creating new opportunities for companies to use new sources of competitiveness. As a result, a large amount of online brand communities have emerged for a five years period.

Practical Implication of Brand Community.

First of all, a highly competitive global market dictates to find innovative approaches to business. The one of the most significant ways of this innovation is a accurate market segmentation. According to Malcolm McDonald and Hugh Wilson (2014, p.98) a market segment consists of a group of customers who share a similar level of interest in the same or comparable set of needs. So, the segmentation of market has a striking resemblance with the idea of brand communities, due to both of them have similar attitudes in terms of brand values. Of these, this strong connection between brand communities, which also have a focus on the symbol and market segmentation of products and services leads to the necessity of the development of those ties. In other words, firms should follow the concept of segmentation, because it can satisfy the needs of brand community; as a result, it leads to the better profitability of business.
Secondly, in recent years, there has been a vast translocation in to the virtual market. Needless to say, that it also provides an extremely attractive way for the evolvement of business. At the same time, managers should find out and communicate with new online brand communities. Moreover, online community leads users and potential customers to become a powerful source for the growth of sales. The example of www. Dropbox comes to mind and the idea “Get more space”. The offer distributed for all users, who invited their friends to participate. In the case of an appearance of a new customer, a person who recommended this online service (Dropbox), gained a free 500 MB of cyber space. This was a magnificent result of the idea to use the online brand community, because the number of users rose rapidly, by 60% during the next three months, and it was about 2,8 million people mailing a proposal per month. Communication quality insight online brand community may affect positively on to purchase decisions through the reduction of the associated degree uncertainty and this is positively influenced by the presence of members with high level of competence (Adjei et all, 2010). However, managers have to comprehend, that the Internet has a totally mutable behaviour with a constantly changeable background (Stefano Brogia, 2014). So, to keep online communities under control around brands (symbols) and remain successful, it demands the use of a vastly different set of “marketing tools”.
The next important aspect, is the appearance of specialists, so-called growth hackers (Sean Ellis, Patrick Vlaskovits, 2012), who can recognize and find the way to satisfy...

Other Essays Like Brand Community

Brand Management Essay

1113 words - 5 pages Brand management Nov 25 - 28, 2012 SALES & MARKETING Brand Management One of the most challenging tasks for brand managers today is to make brands stand apart in the growing clutter. With reducing spending power and conservative spending trends among the target segments, every other brand is vying for its place in the current Indian marketplace. Consumers are over-exposed to brands, which has resulted in reduced attention spans. In this

Branding Name Origin Essay

2902 words - 12 pages 1. Lux: a) Brand Launching: In 1924 b) Country of Origin: UK c) Founder: Lever Brother (Now know as Unilever) founder William Hesketh Lever and his brother James d) Industry: Soap (Health Care) e) Brand Name origin: The name Lux means ‘light’ in Latin, however the name was chosen from the word word ‘luxury’.    2. Lifebuoy: a) Brand Launching: In 1894 b) Country of Origin: UK c) Founder: Same as of Lux

Dove Marketing

633 words - 3 pages engage target consumer and create its own community. Dove has 23,359,582 likes on Facebook and 13 million followers on Twitter now. Through social media, Dove listens to consumers and also sparks rich dialogue and open conversation with them. Dove stay true to brand while also creating opportunities for it to be relevant. For example, Dove has engaged target with timely and relevant conversation about beauty, motherhood and other topics that matter to girls and women.

Brand Wwf

5307 words - 22 pages following—some 750,000 on Facebook and 490,000 on Twitter—and its ability to mobilize online activism is another valuable seed. The most important • rand Integrity B Brand tracking reveals a disconnect between how the WWF brand is perceived (species) and what the organization does (species + market transformation + community-based conservation + climate change + more). Recent work to clarify mission and vision statements, and recalibrate

Harley Davidson- the Lifestyle (Case Study)

1075 words - 5 pages the brand by customizing their motorcycle and to ‘express their true self in steel, rubber and chrome’10. In addition it is encouraging local clubs, shared rides and trips and other group activities through their H.O.G. club. Q: What is Harley-Davidson’s value proposition? A: Harley’s value proposition is more in the community and way of life, than anything else they offer. It is the sense of community, belonging, patriotism and the free

Cafe de Colombia

2106 words - 9 pages Café de Colombia Case Discussion for Session #6 The following report analyses the marketing strategy of Café de Colombia, analyses how they positioned themselves as premium coffee brand and which other strategies could be used to ensure a sustainable market position especially in the U.S. market. The suggestions are based on predominant conditions in the case from 2004. Ignacio Peluffo Dominique-Cristian Baumann Christian

Lululemon Case Study

1637 words - 7 pages get appropriate feedback regarding the product innovation and style. * High quality product Producing the high quality of product with advance technology and fabric which make the product sustainable and long lasting * Involve into the society Lululemon involve community by arranging free fitness classes. And built relationship with the people, and creating brand awareness. * Brand image Lulu lemon is one of the famous brand

International Management

3960 words - 16 pages father – the old Takiyoshi Yoshino, he was a "cool" guy exploring the fashion world, a person whose mission was to keep abreast of the ever-changing fads of Tokyo. "The people in the streets are very creative and we have to be even more," Fusahiko thought while entering the office. He was still wondering whether to take the risk of launching his own newly designed brand or to rely on the world known fame of Kangol. Company background

Ge And Bmw

1868 words - 8 pages product or service from another business the main things put on the table are the competitive advantage in terms of quality, pricing and above all brand recognition. The stronger the brand, the lesser risk it is for a consumer because the brand is known and there is a level of trust in it. Additionally, a brand that adds intangible imagery to its marketing mix can build a sense of community and provide emotional benefits to its consumers. It is

Big Brother Isn't Watching You

739 words - 3 pages they are not and are not allowed to be part of the community over and over leaves the English youth confused and not treated fairly by the system. After moving away from his birth country Brand starts to feel nostalgic about his origin. Hearing about rampant looting and arson attacks of unprecedented levels on the news made Russell Brand write the commentary. It is a humorous article on a very serious topic. Between funny comments and slang Brand

Target Case Study

2612 words - 11 pages York, and Miami, where high fashion is a valued commodity. Another core value of Target’s Brand is its commitment to community outreach. Target should not underestimate the potential positive impact it would potentially offer to one of these revitalized areas. Often local governments and developers find themselves at odds as the government’s responsibility to the community is to create safe, stable, productive environments which often conflicts

Related Papers

4 Sg Brands Essay

3031 words - 13 pages customer loyalty, this essay will examine the notion of brand community to build long-term loyalty. A range of literature will be examined and an example will be used to further illustrate the theory of brand community. I will begin by defining the terms used and by looking at the traditional satisfaction-loyalty model. Neal, Quester and Hawkins (2003) define loyalty as a consumer’s commitment to a brand because they believe it satisfactorily

Starbucks Marketing Analysis

1466 words - 6 pages breaks all the worries, where customers can meet their friends and enjoy life to the fullest filled with humanity. At least Starbucks is creating a neighborhood, making every store into a community. To understand more about the brand Starbucks and the way people see it as a lifestyle, it is important to first find out how consumers perceive the brand and how the brand differentiates itself from the competition. Before jumping into the five

How To Create Brand Engagement On Facebook

699 words - 3 pages 1. Summary of the article Malhotra, et al (2013) aim to emphasise the importance of customer engagement in a Facebook brand community for marketing strategy. They address the problem of how brand managers can create brand engagement on Facebook and take advantage of the interactions with customers commenting brand’s posts. They reveal several ways to increase the number of likes on a brand’s post: use pictures, stay topical, promote the

Brqnd Management Essay

658 words - 3 pages loyalty for businesses that satisfy the above conditions. For example, the early support offered to the gay community by the Levi’s clothing company ensures that the brand continues to have relevant meaning to gays. According to Beverland (2005), brands that tried to exploit this segment when homosexuality became more generally accepted struggled because they were late to the party and were viewed as exploiting a community without paying the