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Information about Brand Community

A brand community is a community formed on the basis of attachment to a product or marque. Recent developments in marketing and in research in consumer behavior result in stressing the connection between brand, individual identity and culture. Among the concepts developed to explain the behavior of consumers, the concept of a brand community focuses on the connections between consumers. A brand community can be defined as an enduring self-selected group of actors sharing a system of values, standards and representations (a culture) and recognizing bonds of membership with each other and with the whole.

The term "brand community" was first presented by Albert Muniz Jr. and Thomas C. O'Guinn in a 1995 paper for the Association for Consumer Research Annual Conference in Minneapolis, MN. In a 2001 article titled " Brand Community", published in the Journal of Consumer Research (SSCI), they defined the concept as "a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand." This 2001 paper recently has been acknowledged by Thomson Scientific & Healthcare to be one of the most cited papers in the field of economics and business.

Brands which are used as examples of brand communities include Apple Inc. (Newton, Macintosh, iPod), Ford Bronco, Holga and Lomo cameras, Jeep, Lego, Miata, Mini Cooper, Palm, PocketPC, Royal Enfield motocycles, Saab, Saturn automobiles and Subaru. Brand communities are characterized in shared consciousness, rituals and traditions, and a sense of moral responsibility.

References

  • Algesheimer René, Utpal M. Dholakia et Andreas Hermann (2005), The Social Influence of Brand Community: Evidence from European Car Clubs, Journal of Marketing, 69 (July), 19-34.
  • Amine Abdelmajid and Lionel Sitz (2004), How Does a Brand Community Emerge? Some implications for marketing research, Marketing: Where Science Meets Practice , Esomar Conference, Warsaw.
  • Brown Stephen, Robert V. Kozinets and John F. Jr. Sherry (2003), Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning, Journal of Marketing, 67 (July), 19-33.
  • Kalman David M. (2005), Brand Communities, Marketing, and Media, http://www.brandmagnet.com/pdf/bcmarketingwpfinal.pdfBrandMagnet.com.
  • Mullins Ran (2003), Giving New Meaning to Branding, BusinessWeek Online, (January)http://www.businessweek.com/smallbiz/content/jan2003/sb2003016_2946.htm.
  • Muniz Albert M. Jr. and Thomas C. O’Guinn (2001), Brand Community, Journal of Consumer Research, 27 (March), 412-32.
  • Muniz Albert M. Jr. and Thomas C. O’Guinn (1995), Brand Community and the Sociology of Brands in Kim P. Corfman and John G. Lynch (eds), Advances in Consumer Research, 1996, Volume 23, Provo, UT: Association for Consumer Research, pages 265-266.
  • Muniz Albert M. Jr. and Hope Jensen Schau (2005), Religiosity in the Abandoned Apple Newton Brand Community, Journal of Consumer Research, 31 (March), 737-47.

External links

A community is a social group of organisms sharing an environment, normally with shared interests. In human communities, intent, belief, resources, preferences, needs, risks and a number of other conditions may be present and common, affecting the identity of the participants and
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Aspinwall Classification System (Leo Aspinwall, 1958) classifies and rates products based on five variables:
  1. Replacement rate (How frequently is the product repurchased?)
  2. Gross margin (How much profit is obtained from each product?)

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For other uses of marque, see marque (disambiguation).


A marque (French for "brand" and IPA pronunciation: [mɑ(r)k]) is a make (brand) name, most commonly used for automobile brands.
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Marketing is a social process which satisfies consumers' wants. The term includes advertising, distribution and selling of a product or service. It is also concerned with anticipating the customers' future needs and wants, often through market research.
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Consumer behaviour is the study of how people buy, what they buy, when they buy and why they buy. It blends elements from psychology, sociology, sociopsychology, anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups.
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A brand includes a name, logo, slogan, and/or design scheme associated with a product or service. Brand recognition and other reactions are created by the use of the product or service and through the influence of advertising, design, and media commentary.
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Identity is an umbrella term used throughout the social sciences to describe an individual's comprehension of him or herself as a discrete, separate entity. This term, though generic, can be further specified by the disciplines of psychology and sociology, including the two forms
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Culture (from the Latin cultura stemming from colere, meaning "to cultivate,") generally refers to patterns of human activity and the symbolic structures that give such activity significant importance.
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19th century - 20th century - 21st century
1960s  1970s  1980s  - 1990s -  2000s  2010s  2020s
1992 1993 1994 - 1995 - 1996 1997 1998

Year 1995 (MCMXCV
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Minneapolis, Minnesota
Downtown seen from the North Loop

Flag
Seal
Nickname: City of Lakes, Mill City
Motto: En Avant (French: 'Forward')
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MN may stand for:
  • Montenegro
  • MN (film)
  • Majjhima Nikaya, part of the Buddhist Tripitaka
  • Manganese (Mn)
  • Million (Mn or mn)
  • Motorsport News, a leading British motorsport newspaper
  • Minnesota (United States postal abbreviation)

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21st century - 22nd century
1970s  1980s  1990s  - 2000s -  2010s  2020s  2030s
1998 1999 2000 - 2001 - 2002 2003 2004

2001 by topic:
News by month
Jan - Feb - Mar - Apr - May - Jun
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Thomson Scientific & Healthcare was a division of the Thomson Corporation until 2006.

The division then split into two new divisions: Thomson Scientific and Thomson Healthcare.
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Economics is the social science that studies the production, distribution, and consumption of goods and services. The term economics comes from the Greek for oikos (house) and nomos (custom or law), hence "rules of the house(hold).
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Business law
Business organizations
Basic forms:
Sole proprietorship
Corporation
Partnership
(General · Limited · LLP)
Cooperative
USA:
Business trust · LLC · LLLP
Delaware corporation
Nevada corporation
UK/Commonwealth:
Limited company
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Apple Inc.

Public (NASDAQ:  AAPL , LSE:  ACP , FWB: APC )
Founded California (April 1 1976, as Apple Computer, Inc.)
Headquarters 1 Infinite Loop, Cupertino, California

Key people Steve Jobs, CEO & Co-founder
Steve Wozniak, Co-founder
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Editing of this page by unregistered or newly registered users is currently disabled due to vandalism.
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Manufacturer various
Camera type box camera
Image sensor type Film
Image sensor size 56mm × 56mm
Recording medium 120 film
Lens system 60mm plastic meniscus
Focus type manual zone (four settings)[1]

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LOMO or Leningradskoye Optiko-Mechanichesckoye Obyedinenie (Leningrad Optical Mechanical Amalgamation) is a manufacturer of advanced optical instruments, medical equipment and consumer cameras, based in St. Petersburg, Russia.
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Jeep

Division of Chrysler
Founded 1941
Headquarters Toledo, Ohio, USA

Industry Automobile
Products Sport Utility vehicles
Parent Chrysler Holding LLC
Website www.jeep.com

Jeep is an automobile marque (and registered trademark) of Chrysler.
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Lego is a line of building toys manufactured by the Lego Group, a privately held company based in Denmark.

Its flagship product, commonly referred to as Lego bricks, consists of colorful interlocking plastic bricks and an accompanying array of gears, minifigures (also called
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The Mazda MX-5, also known as Miata (IPA: /mi'αrə/ or /mi'αtə/) in North America and Roadster (IPA: /'ɺ̠odosɯta/) in Japan, is a sports car built by Mazda in Hiroshima, Japan, since 1989.
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Mini is a small car that was produced by the British Motor Corporation (BMC) and its successors from 1959 to 2000. The most popular British-made car, it has since been replaced by the New MINI which was launched in 2001.
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Palm devices are Personal Digital Assistants (PDAs) which run Palm OS. This page describes the range of Palm devices, from the first generation of Palm machines known as the Pilot through to the latest models currently produced by Palm, Inc..
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A Pocket PC, abbreviated P/PC or PPC, is a hardware specification for a handheld-sized computer (Personal digital assistant) that runs the Windows Mobile operating system. It may have the capability to run an alternative operating system like NetBSD or Linux.
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Royal Enfield was the brand of the Enfield Cycle Company, an English engineering company. Most famous for producing motorcycles, they also produced, amongst other things, bicycles, lawnmowers, stationary engines, and even rifle parts for the Royal Small Arms Factory in Enfield.
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SAAB AB

Public ()
Founded 1937
Headquarters Stockholm, Sweden

Industry Aerospace
Revenue €2,070 million EUR
Operating income €177 million
Net income €129 million
Employees 12,830 (2005)
Website www.saabgroup.
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Saturn Corporation

Wholly-owned subsidiary
Founded January 7, 1985
Headquarters Detroit, Michigan, United States
Spring Hill, Tennessee, United States

Industry Automobile
Parent General Motors
Website www.saturn.
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Subaru

Division of Fuji Heavy Industries
Founded FHI established July 7, 1953
first Subaru car introduced 1954
Headquarters Ota, Gunma, Japan

Key people Ikuo Mori, President and CEO
Kenji Kita, founder of Subaru division
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