For everyday consumers, brands have become an integral and almost necessary part of our daily lives as consumers of products and services. Brand loyalty shows a positive attitude to the products and services in which we all buy and consume. This could mean patronising a favourite restaurant or purchasing a particular type of breakfast cereal that you enjoy. In this blog, my aim is to understand the idea and activity of brand communities. For our purposes, we shall be focusing predominantly on Apple, as a chosen brand community of choice. Additionally, we shall uncover both the negative and positive aspects of brand communities.
Some definitions of brand communities….
According to Muniz and O’Guinn (2001), a brand community is described as “a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand.” The authors postulate three key characteristics of a brand community: shared consciousness, rituals and traditions, and a sense of moral responsibility.
For many consumers of electronics products, Apple is a leading, global brand, a culture unto itself in many respects. Very few people have the same level of enthusiasm when taking a trip down to the local supermarket to purchase a packet of cereal or biscuits. What precisely makes Apple stand out or appeal to its customer base, is the promise of delivering quality, cutting-edge products to its global clientele.
Why does Apple appeal so much to consumers?
Brand Community Ideas….
Niche Brands:
Most are niche companies rather than mass-market leaders, e.g. Apple vs. Microsoft, Vans vs. Nike, Porsche vs. BMW. People have a tendency to support an underdog struggling against corporate giants.
Product Focus:
The focus of a brand community is typically on a specific product or service rather than a conglomeration of brands and business units. Brand’s are really the essential ingredient in stimulating the development of a community. The brand can be a specific product or can represent the entire company. In Apple’s case there is a common denominator of computing that underlies all of its hardware and software products.
Communication Networks:
A strong communications network is commonly found in the brand community. Communities use web sites, newsletters, e-mail and meetings to keep communication strong among members. Electronic communication is becoming the key ingredient in building the networks. For global communities and those that are not geographic specific, this is an essential ingredient.
What are your opinions or perspectives?
References:
Schiffman, L, O’Cass, A, Paladino, A, Carlson, J, 2014, Consumer Behaviour, 6th edn, Pearson Australia, Frenchs Forest, NSW.
Lee, L., Fournier, S., 2009, Getting Brand Communities Right, Harvard Business Review, 14 May 2016, <http://www.wsuakpsi.com/wp-content/uploads/2015/02/Brand-community-3.pdf>
Mcalexander, J, Schouten J, Koenig H, 2002, Building Brand Community, Journal of Marketing, vol 66, pp38-54
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