Brand Communities

1698 Words 7 Pages
ANALYSIS OF THE PAPER AND MANAGERIAL IMPLICATIONS
During the past few decades, the branding has become the first and foremost priority of management, because of the increased awareness that brands are not just the names, but valuable non-physical assets for the firms. Brand makes it easy for the customers to take their decisions with ease; as it ensures the specific product quality and attains the trust of the customers. Brand logo plays an important role in representing the brand and let the customers remember the brand. What is the purpose of a brand logo beside the representation of a company? This paper discusses the role of a logo in the development of the brand communities and how brand communities differ from the rest of the communities
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Brand communities provide their members with strong and radical experiences. Similar to other communities, brand communities do also develop and inhibit strong cultural boundaries with shared beliefs, complex traditions and specify behavioral expectations (Muniz & O’ Guinn, 2001). For example, the consumers of Harley Davidson Motorcycles don’t believe in running the bikes at slow or average speed, but as fast as they can. The company has not suggested them to be speedy but the shared beliefs and rituals of brand community culture force them to act in a certain way. A brand community doesn’t lose its position in the social community as long as members don’t associate their personal sources or intention of satisfaction with it. In the brand communities, the participation is observed as association with the brands. For example, if a brand community of Harry Potter is based on the enthusiasm about the magical effects, then this brand community would be dispersed in the near future, when Harry Potter would turn into a romantic or full action movie, leaving magical world with the end of Potter’s childhood. This is the weakest form of the brand community, as social dynamic surround the …show more content…
The brand community is “a specialized, non-geographically bound community, based on a structured set of social relationships among users of a brand” (Muniz & O’ Guinn, 2001, p. 412). Muniz and O’Guinn (2001) offer the same insights to the brand community as Boorstin offers to invisible community consumption. However, today, most of the managers perceive brand community as a marketing strategy instead of the business strategy. They need to understand that a brand community is a shared consciousness of community members with unique rituals and conventions and in which every member has a feeling of having the moral responsibility towards the

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