The idea of brand community.

“We introduce the idea of brand community. A brand community is a specialized, non-geographically bound community, based on a structured set of social relationships among admirers of a brand. It is specialized because at its center is a branded good or service. Like other communities, it is marked by a shared consciousness, rituals and traditions, and a sense of moral responsibility. Each of these qualities is, however, situated within a commercial and mass-mediated ethos, and has its own particular expression. Brand communities are participants in the brand’s larger social construction and play a vital role in the brand’s ultimate legacy.” (Albert M. Muniz, Jr. and Thomas C. O’Guinn, 2001, p.412).

You are required to discuss the above statement in relation to the strategies marketers employ to create an online brand identity and using practical as well as theoretical insight to frame your answer.

Marks will be awarded for:

  1. Identifying an online Brand community.
  2. Identifying and critically analyse the issues related to the creation and sustaining the online brand community.
  3. Identify and critically analyse the narrative surrounding the brand.
  4. Identify and evaluate the potential inter-brand brand relationships and their impact.
  5. Identify and illustrate the importance of the shared consciousness, rituals and traditions, and a sense of moral responsibility.
  6. Critically analyse the interaction of Consumers with the brand name, logo, language, stereotypes and culture perceptions, and any other aspect of the brand in terms of their membership of the online brand community.
  7. The role of perceived benefits in online marketing communications.
  8. Systematic, logical approach to the essay.
  9. Correct use of the Harvard referencing system and at least 15 sound academic references that have not been simply gleaned from lecture material.

Sample Solution