Lecture 5 - Managing Brand Communities

Question 1

Where did communities used to be rooted?

Answer 1

Physical locations

Question 2

How are shared identities now rooted?

Answer 2

Shared identities in kind and a sense of moral responsibility toward one and other is now rooted by
- what we consume.

Now it is a placeless community, usually online, but can provide to a larger scope than it once previously did.

Question 3

Why should brands care about consumption communities?

Answer 3

1) If you understand the structure of your consumption community, you can better manage your consumers.
2) Consumers govern success or failure of a brand/its products or service. (MUNIZ AND O’GUINN, 2005).
3) Understanding how to manage these groups is the ‘holy grail of brand loyalty’ (MCALEXANDER, 2002: 38)

Question 4

What are subcultures of consumption?

Answer 4

“A subculture of consumption as a distinctive sub group of society that self selects on the basis of a shared commitment to a particular product class, brand, or consumption activity”

• SCHOUTEN AND MCALEXANDER

Question 5

Name a subculture of consumption

Answer 5

Harley Davidson and the outlaw subculture

Vespa and the mod subculture

Question 6

What are the 3 characteristics of subcultures?

Answer 6

1) COHESIVE - set of values
2) DEDICATED - transform themselves
3) RESISTANT/SUBVERSIVE - contradict society

Question 7

Explain a subculture using the 3 characteristics of them

Answer 7

HARLEY DAVIDSON

Cohesive - personal liberty, patriotism.
Dedicated - tattoos
Resistant/subversive - defy the eco bike

Question 8

What are the risks of subcultures?

Answer 8

Can put people off your brand

Can jeopardise if subculture conducts antisocial behaviour

Question 9

What are brand communities?

Answer 9

MUNIZ AND O’GUINN, 2001
“Specialised, non-geographically bound community based on a structured set of social relationships among admirers of the brand”

They take it upon themselves to share the brand direction.

Question 10

What are the 3 types of consumption communities?

Answer 10

1) Subcultures of consumptions
2) Brand communities
3) Consumer tribes

Question 11

What are the 3 characteristics of brand communities?

Answer 11

• Shared consciousness of kind
• Ritual and traditions the community celebrates
• Sense of moral responsibility over brand upkeep

Question 12

Why are brand communities valued?

Answer 12

More stable, less subversive.

Unlike subcultures, they uphold brand managers wishes.

No/low barriers to entry, can be brand advocates.

Question 13

What are consumer tribes?

Answer 13

CANNIFORD, 2011: 63.

“Supply social links through the shared use of products and services”

Question 14

What is an example of a consumer tribe?

Answer 14

Vans for skateboarding

Quiksilver of surfers

Question 15

How do consumer tribes bolster a brand?

Answer 15

Not one central brand but many
Platform for consumers to do as they please
Form the image and create similarities

Question 16

What are the 4 attributes of tribes?

Answer 16

MULTIPLE - Can be part of many
TRANSIENT - Can fall apart easily
ENTREPRENEURIAL - Find and locate new forms of value
PLAYFUL - Few codes or rules, no long term responsibility

Question 17

How does SCHAU propose you should create a brand community?

Answer 17

1) NETWORKING
2) IMPRESSION MANAGEMENT
3) COMMUNITY ENGAGEMENT
4) BRAND USE
5) BRAND FESTS (MCALEXANDER 2007)

Question 18

How can a brand community be created through NETWORKING?

Answer 18

“Creating, enhancing and sustaining ties among brand community members”
SCHAU, 2009

Provide interaction opportunities to show shared consciousness in kind and communicate moral responsibilities through:
WELCOMING
EMPATHISING - Emotive support for newbies
GOVERNING - Articulate community expectations

Question 19

How can a brand community be created through IMPRESSION MANAGEMENT?

Answer 19

“External, outward focus on creating favourable impressions of the brand, brand enthusiast, and brand community in the universe beyond the group” to solidify responsibilities through:

EVANGELIZING - encourage sharing of good news
JUSTIFYING - Saying why the brand is good

Question 20

How can a brand community be created through COMMUNITY ENGAGEMENT?

Answer 20

Practises that ‘reinforce members’ escalating engagements with the brand community’ such as:

MILESTONING
- Let consumers tell stories of first brand encounters, strengthens rituals and codes, authenticity.

BADGING

• Symbolic representation of community specific events, show dedication to the group.
  eg: First Star Wars convention or baseball game.

DOCUMENTING
- Document brand and consumer relation over time.

Question 21

How can a brand community be created through BRAND USE?

Answer 21

Use practises specifically related to improved or enhanced use of focal brand such as:

GROOMING

• Offer tips about the brand to hammer home strengths of brand.
  eg: how to guides to show moral commitment to the community

CUSTOMIZING
- Allowing consumers to customise their products.

Question 22

How can a brand community be created through BRAND FESTS?

Answer 22

MCALEXANDER AND SCHOUTEN, 2007
Festivals surrounding brands and users, allowing for shared emotion experiences.

eg: Jeep.

Question 23

What products can brand community techniques appropriate for?

Answer 23

• Electronics
• Clothes
• Sports
• Beauty
• Cars
• Furniture
• Beers, wine and spirits.
• Sports entertainment
• Cooking