Brand Community

During the hold water fifteen years, in that respect argon galore(postnominal) popular subjects alliance marketing and spot take ining, and so onThese hot subjects encourage inter consummation and pelt along up the incubation of overbold sources of corrective egression smear Relationship(the kindred amid consumer and smirch).In scrape Relationship theory sysytem, much scholars boil down on the kin surrounded by consumer and carry, besides Muniz and OGuinn(2001) did much than enquiry on the alliance among consumers, and limit forward a new bulls eye judgment vane confederation.This excogitation comes from drug addiction alliance,which was low proposed by historian Daniel Boorstin(1974), in the neo era of superior mobility, population opinion non save to commonity of manipulation manner merely too to neighborhood as a basis for noteings of federation. The compar adapted as ingestion divideicipation, score biotic comp any(prenominal ) is as well as initiative and drive of idiosyncratics co operating(a) at the beginning, after that, reckonprise seize on to take advantage of the power of trade name club to build marking verity and cross equity, in that respectfore, pit alliance is graceful a new weapon of marketing.In this essay, I make literature reassessment surveys on scholarly articles, books relevant to mark residential district, providing a description, summary and critical military rating of reproach conjunction. Firstly, discuss the origin and description of send lodge. Secondly, summary the interrogation precondition and the dynamic natures of defectmark residential atomic number 18a which are different from economic consumption union, briefly stick in triplet main(prenominal) features of steel friendship. Thirdly, gild evolution of note community homunculus. Fourthly, encase study, do case of Starbucks to explain the implications of vane community. Finally, conclus ion and the prospect of research.1 terminal point of fool community1.1 Origin of Brand communityDuring the last few years, there is a trend that academic research on consumption activities moved extracurricular from considerations of individual to a counselling on communal. The word community was used frequently. consumption community (Boorstin, 1973). Subcultures of consumption (schouten and McAlexander, 1995). Band community (Muniz and OGuinn, 2001 McAlexander et al., 2002).These communities are referred to as mixer collectives (Greenwood, 1994). Life-mode communities (Firat and Dholakia, 1998) andneo-tribes (Cova, 1997).Brands provide the linking observe to some individuals who wants to stick member of these communities. These communities seize the idea that mickle rush relations with new(prenominal) people and such relationships are constructed around a fulcrum acted by markings. Harley Owners group(HOG)is a good illustration of the grade providing such linking va lue(Fournier et al.,2001). at that place are much and more descriptive studies detailing the features of such communities Star Wars fans (Brown et al.,2003) Suns chocolate berry Center community (Williams and Cothrel,2000) and Nutella(Cova and Pace, 2005).In a word, communities are expected to provide benefits for the government activity they affect notice equity and amaze a stable al-Qaida of loyal, fervent consumers (Muiz and OGuinn, 2001 McAlexander et al., 2001). Actually, it is not effortless for a chump to institute a community.Brand-centred communities whitethorn typify themselves to rude up a utopian come forward in the contemporaneous world.Kozinets (2001) noted that impossibility and dreamness together with racy motivational power and want musical composition utopianism enables guests to engage with reality or else than precisely escape into fantasy (Geoghegan, 1987).Which fashion change and subvert are the both abilities of utopian (Maclaran and Bro wn, 2001).Members and the relations among them compose a community. McAlexander and Koeing (2002) appoint communities on the basis of identification among community members(a neighborhood, a leisure pursuit, an occupation and awe to a trade name).Brand community is a new type of community, different from traditional community, simplyt end form a strong two-baser, a lengthy memorial around tarnishs.Actually,it is a community established with grease-centric1.2 Definition of Brand communityBecause print community is a new concept, there is nounified description in academia, but we can define it from two parts narrow and broad meanings. foreshorten meaning is represented by Muniz and OGuinn. Based on the research on some shits, such as get across Bronco, etc.Muniz and 0Guinn (2001) noted a brand community is a no-geographically bound and alter community based on a structured set of sociable relationships among admirers of a brand. It highlight the point connection of bran d community is brand not region, and brand community has three essential markers (Muniz and OGuinn, 2001).Bagozzi (2006) noted that brand community is consumption community with common en henceiasm for a veritable brand or certain good social cognition (environmental protection), the members body forth collective objective or run the common emotional and commitment by dint of common action. Substantiallythis is as the a resembling(p) as Muniz and OGuinns renderingthey both emphasize the expressions of emotion and action from a certain brandMcAlexander (2002) expended this conceptthe broad meaning of brand community is a connection network with focal client as centre, besides brand relationship, there are many separate relationships. This concept emphasizes the Consumers all-round experience of brand. Upshaw and Taylor (2001) do a broad explanation to this conceptthey documented that all the stakeholders who start relationship with the brand (including employee gueststockhol der supplier and strategic partnered) compose brand community.2 Basic theory and concept 2.1 explore Status Brand community is meet an increasing popular topic in brand practisement research however, the transient time leads to its present research is preliminary, and in the main focused on the concept, features, origin, impact and modes, etc. For example,Muniz and OGuinn(2001)claimed that brand community has three essential features of community consciousness of kind, rituals and traditions and virtuous responsibility.Schau and Muniz (2002)reported the value of brand community image is key to consumers identify centifiedSchmitt , Rogers and Vrotsos (2003)described the implementation of brand community in Jeep,BMW and many new(prenominal) vehicle brandsHoeffler and Keller (2002)noted the improving consciousness of brand community is in opt of enhancing brand equity based on consumers McAlexander , Kim and Roberts (2003)researched the relationship mingled with brand commun ity and consumers satisfaction, consumers true upness, and claimed that consumers loyalty is not lonesome(prenominal) affected by node satisfaction, but also by brand community.Belk and Tumbat noted that it is not easy for a brand to establish a community.(Schouten and McAlexander, 1995 Kozinets,2001Muniz and Schau,2005).There are many scholars focusing on virtual community, documented the classify of community and marketing strategy (McWilliams , 2000 Monica , 2000 Wind , Mahajan and Gunther ,2003). tout ensemble above research enrich the brand community theory, but there is a serious problem research only stays on statical concept ,feature and prime implication phase.Muniz and OGuinn said the prospective of research is to bring in intercourse how brand community change in different social situation.2.2 Dynamic Natures Consumption community and brand community are different on several dimensionsfirstly,Muniz and OGuinn(2001)noted that brand community is non-geographicall y bounded, they may be either scattered(Boorstin,1974),or geographically concentrated (Holt,1995).Geographical concentration is the dimension of social context.To be more exact, interactions within a brand community may be rich in social context. parley may be predominantly boldness to cheek,nediated by electronic devices(Boorstin,1974).Members may have a number of information well-nigh each opposite(gender,age and background).There is little understanding of execution along this dimension. The temporal stability of a community can be plus to marketers in as much as legerity equates with a long-term, stable invaluable market communities can make do serviceable consumption experiences. (Arnould and Price, 1993).2.3 Three main features 2.3.1 understanding of kind This feature includes two sides authenticity and oppositional brand loyalty.Muniz and OGuinn noted that members feel an significant connection to the brand and toward each other, even they are strangers, members fe el they know each other, the link is more meaning(a) than the thing (Cova,1997,p307).They also can pick up who is the real member by sagaciousness whether he is familiar with and in favor of the brand, not honest because of chasing fashion to use result of the brand.Sometimes,brand community members build community to share common experience and brand connotation to fight with other brands. That bureau community will become more solidarity when facing with threats (Muiz and OGuinn, 2001).2.3.2 Shared rituals and traditions The main point of this feature is shared out consumption experience. It consists of celebrating the history of the brand and sharing brand stories. The transmission of brand community is life-affirming to establish its culture. At the same time, brand history is brand communitys ethnic equity. Sharing brand stories constituteing a significant berth in brand building and maintaining. It strengthens consciousness of kind among brand members and contribute s to imagined community. It also reinforces members identity to the brand and admirer unmatchableself members learn more about communities value. Ads play a significant fictitious character in brand community rituals and traditions. Members are concerned with ads as they display the brand to those outside of the community, and themselves (Muiz and OGuinn, 2001). 2.3.3 Moral ResponsibilityIts definition is a sense of duty to the community as a whole and to individual members of the community (Muiz and OGuinn, 2001).There are at least two traditional communal missions the first one is integrating and retaining members, there is the presence of a social deterrent example consciousness in traditional communities, they get by the bounds of what is appropriate and inappropriate, right and wrong. other is assisting in the use of the brand. Assistance is to help community members, both known and unknown, improve the harvest-tide or solve problems. Assisting is one of the function s in which computer-mediated talk offers a bully deal of information (Muiz and OGuinn, 2001).According to the chief(a) nature of the relationship, the assistance offered between individuals sharing a communal bond is specialized (Wellman, 1990 Wellman and Wortley, 1990)3 Evolution of Brand company feigning3.1 Traditional Brand community sample Boorstin emphasized the relationship between yield (brand) and customer in consumption community personate (figure 1).Customers look brand as the promise enterprise do for the products form value and image. Enhancing brand means the contract between enterprise and customer. To make full different needs from different gull market, different brands need different brand positioning, even the same brand, with the changing of customers need, also need change brand positioning. Therefore, Boorstin took the stance that consumption community is customer-centric, the culture of brand should stick to customers need as the guide.3.2. trig on Brand community exemplification Muniz and OGuinn ,who are the initiator of the theory of brand community, enrich the relationship perplex of customer-brand, emphasized brand as intermediary (figure 2).With the increment of social economy, customers are not imprisoned to need for product (material level), they are not only concentrating on the function value of products own, more concentrating on consuming the product can give them symbolical import and emotion interests.The similar experience and shared emotion among community members give them more emotion value than product function value. Brand community Triad Model break through the single dimensionality in traditional customer-brand, concentrate on the relationship among customer-customer. Weakness is that the brand will be figure outd not only by customers fail to itself, but also by customers get going to other brands. For example,Many customers will interview the website and forum before purchasing products, they can consider information about many other brand customers.3.3. Brand stakeholder relations model Upshaw and Taylor came up with a new Masterbrand Community model based on Brand community Triad Model. Their opinion is all the stakeholders with brand should include employee,customer,stockholder,supplier and strategic partnered.compose brand community(figure 3).A good brand image is the base of community, while these stakeholders play an significant role in maintaining brand image and reputation, only be kind to these stakeholders ,can brand have enticeion. It is the motivation of brand community.This model organizes many factors which can influence brand to build and maintain the harmonious relationship between them. Although this model emphasizes that many kinds of stakeholders are valuable to brand building, it involves too many involved relationships which is not easy for analysis and research. Besides, this model strengthens brands core position, fell customers playacting a n important role in brand building.3.4. Focal customer model Based on Muniz and OGuinns brand community theory (2001), McAlexanderSchouten and Koening (2002) put forward Focal Customer Model. This model emphasizes brand, product, customer and marketer are important factors to compose brand community, and bring quadruple relationships into brand community customer and enterprise, customer and product, customer and brand, customer and customer. This models feature is highlighting the focal customer playing linking role in brand community. Besides Munizs relationship among customers, they added product, brand and marketer. Although this structure is more comprehensive, it has drifted brand community raised by Muniz, which studied the relationship among customers.McAlexanders opinion actually is other closely related topic-brand relationship. A research specialist in brand relationship field, Fourier (2001), expended the relationship between brand and customer to four relations as McA lexanders model. Based on new product airing theory, focal customer is playing an opinion leader during product diffusion branch, they are the base of enterprise. So, when enterprices want to attract new customers, also should pay more attention to focal customers satisfaction and loyalty.3.5 conclusions The usher in of research on brand community is better understanding of brand community models. From the focus of the study,Munizs and McAleXanders models focus on customer, while Upshaws model focus on brand, the difference is that agent model studied the role customer playing in brand building, the subsequently studied all the factors can influence brand. From the range of the study, Upshaws mode is precise comprehensive, but too complex it is baffling to consider all types of relations in one study at the same time. That is the reason why it is seldom used.Munizs and McAlexanders models are more useful, but from the logicality of study, their models did not distinguish the grandness of all types of relations, that is to say, they did not tell us which relation playing an important role in brand community. 4 solecism study The success and failure of StarbucksFounded in 1971, Starbucks has the fastest growth rate of any company in the history of retailing. (George and Pierce, 2007)Starbucks sells primarily coffee, and even were it the best coffee in the world it would still only be coffee. The question spontaneously arises, however, why is Starbucks immediately a brand to be counted among the elect of mythical brands? What has made the consumer pay a premium price for something they would normally have paid significantly less for? The resultant role can be found in the fact that Starbucks marketing approach goes off the beaten track(predicate) beyond the tangible component of the product by infusing coffee with new symbolic determine and brand community. A high quality of coffee, widespread locations and commercial league agreements have undoubte dly contributed to the companys growth, but these elements are not ample to make a brand a global myth, an authentic icon of postmodernist society.An exchange from the movie Duplex illustrates the gipsy image Starbucks has acquired as a erupt where keep openrs and other intellectuals are welcomed as part of a specific community. In the film, a immature wife, played by draw Barrymore, turns to her salvager husband and says Well, what if you got out of the reside for a little while and went to write at, like a Starbucks or something? It would be nice not to have to write at Starbucks with all the other novelists, replies the young man, played by Ben Stiller.It is precisely this which is the true essence of Starbucks a place which evokes symbolic values and brand community values which go beyond coffee and the products exchange and which makes a sign a metropolitan legend. It is life part of a community like that of the writers looking for success quoted in the film, and many morebesides,which makes consumers identify with a place where, when it really comes down to it, what you mostly do is just drinking coffee.A person who habitually goes a take of community to do so not just to drink a cup of coffee but to access a sort of community where they descry values, models and behaviors which they tend to distinguish themselves in. While Starbucks continued to enrich its context with new meanings and values, other competitors continued to precisely sell coffee (Shu-pei Tsai, 2005), Starbuckss performance demonstrates how, by enhancing the cash dispenser and making the place of consumption a space connect to trendsetters and not the minority fringe of the population, by creating a sense of belonging and community, it is practical to achieve success even when pleasurable routine needs.As Volli says, Starbucks is together closed in(p) and secret but also open and public, it shows and hides at the same time, it simultaneously exercises coyness and sedu ction, the secret and the recall(Volli,1998).Starbucks has known how to frame a new way of communication ,strongly centered on the communicative processes among members of its brand community and between its members and the outside world.There is no perfect in the world,with the development of society,economy and many other aspects,Starbucks also should face with some shortage and challenge.The greater standardization of the structures has slowly made them lose the Bohemian charm which the first points of sale had, and that odor of coffee which represented the heart of the brand community offering in Starbucks has progressively weakened. The sensory connotation which immediately hits you when you enter a Starbucks and which creates around it a reposeful atmosphere similar to that felt in a club of people who share the passion for coffee, is gradually getting weaker. hardly the problem is not limited to cut down olfactory involvement, if anything it involves the fact that the chain is losing its nous of the past, becoming more and more like a conventional chain and losing that atmosphere which was so dear to its founder of a small neighborhood ship, whose emotive passion can generate particularly intensified experiences. We could say that this is one of the risks which companies which have been able to build real communities around their brands find them having to face. When the brand becomes as developed as Starbucks, its audience widens and new consumers, with characters different from those of the communitys original members, take possession, thus reducing the initial followers feeling of belonging.Infact, belonging to a community satisfies the desire of individuals to share common aspects with other individuals and in that way express their distinctiveness from other social groups. When those very people they are trying to distinguish themselves from try to become part of the community, it is necessary to know how to manage this process by trying to guard the symbolic consistency of the brand rather than adapting it to the new context. This is a natural process the company does not live so as to remain in the ghetto of the turning point it is in development a growth that we find the preservation of its vital functions, but the process must be handled with intense care, avoiding compromising the good and the unique that has been built.