Are brand communities similar to other communities?
Introduction:-
Despite having so many products under the same company, why do not consumers prefer any other product? Why is that Hungry Jacks lovers not visit McDonalds even on cheap Tuesday’s and coffee lovers who prefer Starbucks like to go there for every cup they have all around the world? Why is that Harley Davidson enthusiasts don’t go for a faster bike for the same cost and instead visit all campaigns and rallies held by the brand? When we see a group of people, we find hidden communities that are brand followers who become visible only in particular settings (Boorstin, 1974). Brand community is “a specialized, non-geographically bound community, based on a structured set of social …show more content…
O’Reillys(2012) study differentiated brand communities from neo tribes. Neo tribes have a similar community based on emotions and not the brand symbol whereas a brand community possesses certain beliefs that is common across the globe. The members of a brand community despite the geographical distance possess a certain collective thinking and a similar approach to the situation. Stability is the strongest aspect of a brand community as it’s a long term based program whereas a neo tribe is not stable as it is planned for a short …show more content…
In neo-tribes the members have an affiliation towards the brand but as it is short term campaign it loosens its hold on its consumers and becomes unstable and fades away whereas brand community have the same ideology and have somewhat similar views towards the brand. Brand community members are loyal to the brand and don’t like switching even in the worst cases. A brand community is not built because of just good products but through continuous interactions within its community and always keep people in mind even if they are from different religion, sex, color or race. So, in simple terms a brand community can be explained as self-selected group of consumers who share the same values and beliefs and recognize bonds of membership individually and as
Introduction:-
Despite having so many products under the same company, why do not consumers prefer any other product? Why is that Hungry Jacks lovers not visit McDonalds even on cheap Tuesday’s and coffee lovers who prefer Starbucks like to go there for every cup they have all around the world? Why is that Harley Davidson enthusiasts don’t go for a faster bike for the same cost and instead visit all campaigns and rallies held by the brand? When we see a group of people, we find hidden communities that are brand followers who become visible only in particular settings (Boorstin, 1974). Brand community is “a specialized, non-geographically bound community, based on a structured set of social …show more content…
O’Reillys(2012) study differentiated brand communities from neo tribes. Neo tribes have a similar community based on emotions and not the brand symbol whereas a brand community possesses certain beliefs that is common across the globe. The members of a brand community despite the geographical distance possess a certain collective thinking and a similar approach to the situation. Stability is the strongest aspect of a brand community as it’s a long term based program whereas a neo tribe is not stable as it is planned for a short …show more content…
In neo-tribes the members have an affiliation towards the brand but as it is short term campaign it loosens its hold on its consumers and becomes unstable and fades away whereas brand community have the same ideology and have somewhat similar views towards the brand. Brand community members are loyal to the brand and don’t like switching even in the worst cases. A brand community is not built because of just good products but through continuous interactions within its community and always keep people in mind even if they are from different religion, sex, color or race. So, in simple terms a brand community can be explained as self-selected group of consumers who share the same values and beliefs and recognize bonds of membership individually and as