Brand community Essay Example | Topics and Well Written Essays - 2500 words

Brand community - Essay ExampleBrand community is a coiffure of individuals who relate to each other for their interest in many brand or harvest-home (Flavin & Guinalu, 2005). Such brand communities have become the focalisation of attention for marketers of all products and services. Sports and particularly football has become big business, drawing the attention to brand communities.The brands communities, according to Seo et al., are not bound by in-person relations but are based on looser, more impersonal links. The strength of the community and the members identification with the community are associated with consumers consumption of the core product or product augmentations or brand extensions. The members of the community feel an intrinsic connection with one another which Muniz, Albert and OGuinn describe as consciousness of diversity a shared consciousness, a way of thinking about things that is more than shared attitudes. Such communities also share rituals and traditi ons and they have a sense of moralistic responsibility to the community as a whole and to the individual members. This sense of morality can in times of threat, protect the community and produce corporal action. A community forms because of certain shared traditions, rituals, behavior patterns or values. According to Muniz and Schau (2005) religious affiliation are vital to brand communities. Consumer behavior thus depends on the individual society and its characteristics. The character and structure of the communities are further affected by the commercial and mass-mediated ethos.Brand communities are different from subcultures although they may have some commonalities. The meaning that sub-cultures create stand in opposition or indifference to the meanings that is generally accepted. Brand communities are united by their commonalities and they are communities of limited obligation (Muniz, Albert and OGuinn). They are legitimate forms of community