Lecture 5 - Managing Brand Communities Flashcards
Where did communities used to be rooted?
Physical locations
How are shared identities now rooted?
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.
Why should brands care about consumption communities?
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)
What are subcultures of consumption?
“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
Name a subculture of consumption
Harley Davidson and the outlaw subculture
Vespa and the mod subculture
What are the 3 characteristics of subcultures?
1) COHESIVE - set of values
2) DEDICATED - transform themselves
3) RESISTANT/SUBVERSIVE - contradict society
Explain a subculture using the 3 characteristics of them
HARLEY DAVIDSON
Cohesive - personal liberty, patriotism.
Dedicated - tattoos
Resistant/subversive - defy the eco bike
What are the risks of subcultures?
Can put people off your brand
Can jeopardise if subculture conducts antisocial behaviour
What are brand communities?
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.
What are the 3 types of consumption communities?
1) Subcultures of consumptions
2) Brand communities
3) Consumer tribes
What are the 3 characteristics of brand communities?
- Shared consciousness of kind
- Ritual and traditions the community celebrates
- Sense of moral responsibility over brand upkeep
Why are brand communities valued?
More stable, less subversive.
Unlike subcultures, they uphold brand managers wishes.
No/low barriers to entry, can be brand advocates.
What are consumer tribes?
CANNIFORD, 2011: 63.
“Supply social links through the shared use of products and services”
What is an example of a consumer tribe?
Vans for skateboarding
Quiksilver of surfers
How do consumer tribes bolster a brand?
Not one central brand but many
Platform for consumers to do as they please
Form the image and create similarities
What are the 4 attributes of tribes?
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
How does SCHAU propose you should create a brand community?
1) NETWORKING
2) IMPRESSION MANAGEMENT
3) COMMUNITY ENGAGEMENT
4) BRAND USE
5) BRAND FESTS (MCALEXANDER 2007)
How can a brand community be created through NETWORKING?
“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
How can a brand community be created through IMPRESSION MANAGEMENT?
“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
How can a brand community be created through COMMUNITY ENGAGEMENT?
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.
How can a brand community be created through BRAND USE?
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.
How can a brand community be created through BRAND FESTS?
MCALEXANDER AND SCHOUTEN, 2007
Festivals surrounding brands and users, allowing for shared emotion experiences.
eg: Jeep.
What products can brand community techniques appropriate for?
- Electronics
- Clothes
- Sports
- Beauty
- Cars
- Furniture
- Beers, wine and spirits.
- Sports entertainment
- Cooking
