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Title: Concise Marketing revision notes on brand communities
Description: Concise revision notes on the topic of brand communities, as written for the Marketing finals paper as part of the Economics and Management course at Oxford university. The document summarises all of the main arguments and articles from the reading list, and can be used to write high standard essays to all of the relevant questions on recent past papers.
Description: Concise revision notes on the topic of brand communities, as written for the Marketing finals paper as part of the Economics and Management course at Oxford university. The document summarises all of the main arguments and articles from the reading list, and can be used to write high standard essays to all of the relevant questions on recent past papers.
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Brand Communities
Muniz and O’Guinn: ‘a specialized, non-geographically bound community, ased on a
structured set of social relations among admirers of a brand
...
Origins
• Belongingness hypothesis – humans have a pervasive drive to form and
maintain interpersonal relationships, these can be established through
consumption
...
• Zaglia: brand communities are a reaction to traditional forms of collectivism
...
A move to co-creation
• General movement in marketing away from an economics derived logic, in
which firm and customer are separate and discrete, towards a view of cocreation, with customers collaborating in the innovation process and becoming
endogenous to the firm
...
o Supports 3 emerging perspectives in marketing:
! Value is manifest in the collective enactment of practices,
favouring investments in networks rather than consumer-firm
dyads
...
! Firms derive added value by creatively using willing customer
resources
...
Highlights similarities, frequent contact enables friendships beyond
brand boundaries
...
o Community engagement: badging, milestoning, documenting
...
o Work together: community engagement is fostered when milestoning
is combined with badging, and is part of overall documentation
...
o Effects evolve over time as consumer engagement deepens and
practices are integrated, they present opportunities for consumers to
differentiate themselves due to their brand knowledge and encourage
competitive spirit
...
o Supports 3 emergent perspectives in marketing; value is manifest in
the collective enactment of practices, which favour investments in
networks rather than consumer-firm dyads, ceding control to customers
enhances customer engagement and build brand equity, and firms
derive added value by creatively using willing customer resources
...
o Mac customers always been distinguished by fierce loyalty to
the brand and personal identification with the product
...
o Jobs is a counter-cultural figure – heroic adventure
...
o Cult members believe Apple is motivated by the need to make
‘neat stuff’ rather than money – beauty and wisdom in a world
dominated by shallow corporate capitalism
...
IBM – corporate pin stripes
...
o Big Brother campaign, Lemmings ad, think different – people
want to be associated with thinking outside the box
...
o Collect icons, posters, t shirts
...
5bn users in 2015, LinkedIn 364m
...
People use real
identities, enhances authenticity
...
• Zaglia: Canon facebook group matches all Muniz and O’Guinn’s brand
community markers:
o Consciousness of kind – use of we, us, knowledgeable about
each other’s equipment and ideas
...
•
•
•
o Moral responsibility – integration and retention of members,
support in the use of products and general assistance
...
o Implies that marketers can create brand communities with
existing online platforms rather than building their own
...
However:
Stockburger-Sauer – online relationships complement face to face,
they do not replace them
...
Relationships between
customer and brand/other owners/company are stronger through these
...
Introduction of online communities can also have a negative effect:
o Ewing et al – Ford vs Holden in Australia, historic rivalry,
move online has increased conversations but also open ridicule
of other brand’s followers – conversations denigrate to a more
primitive/profane exchange due to perceived anonymity
...
o Made easier the continuation of undesirable brand communities
like Hell’s Angels – not in favour of company’s goals, convey
brand information in a non-intended way
...
(Although Lugnet successful)
...
o Be careful about the relationships you build with customers:
! Remember they are there because of their love for the brand Kozinets: Trekkies view Paramount with contempt –
Paramount treats them like cash cows to be exploited, fans are
saturated with merchandise, think they are carelessly treated
and Paramount should care about the product as well as the
profit
...
Title: Concise Marketing revision notes on brand communities
Description: Concise revision notes on the topic of brand communities, as written for the Marketing finals paper as part of the Economics and Management course at Oxford university. The document summarises all of the main arguments and articles from the reading list, and can be used to write high standard essays to all of the relevant questions on recent past papers.
Description: Concise revision notes on the topic of brand communities, as written for the Marketing finals paper as part of the Economics and Management course at Oxford university. The document summarises all of the main arguments and articles from the reading list, and can be used to write high standard essays to all of the relevant questions on recent past papers.