Analyse a Brand Community of Your Choice Essay Example | Topics and Well Written Essays - 1000 words

Analyse a Brand Community of Your choice - Essay ExampleBrand communities are termed as actually complex and its members are often know to relate their personal identity with a check off community. Customer expectations and wants are largely characteristics of these nock communities (Wiegandt, 2009, p.15). The sit study would try to analyse the verbalism of brand communities and particularly the brand community of apple. The choice of intersection assumes significance as it is one of the most renowned brands of the globe and has a high brand jut and popularity. Brand Community Brand communities have several characteristic features with the most prominent being the aspect of awareness of a particular type. This includes the aspect of sharing a set of crude faith and beliefs among the members of the root within the group i.e., homogenous within the group and tangled outside the group (Ratneshwar & Mick, 2005, p.256).The discussions in brand communities normally involves disc ussion about the various aspects of only a particular brand. One of the online brand communities of Apple includes only aspects that are related to the brand. This includes advertisements and information about new products and company news. These do not see any information about any brand other than Apple. The views and comments of the members are also essentially surd around the same aspect. This essentially is in tune with the aspect of homogeneity between the group members and heterogeneous with other groups. In this case the identity of the group members is masked by the identity of the brand and aspects relating to the brand assume greater importance (Schau & Muniz, 2002). Parsons & Maclaran (2009), state that one of the essential aspects and characteristic features of brand communities involve the face of consumption based on collective traits. The example of the Apple brand and community is a very realistic example of this aspect. In the Apple community emphasis is only gi ven on the common interests of the members of the brand which in this case is the love and interest about Apples products and services as thoroughly as other relevant information that is related to the brand as a self-colored (Parsons & Maclaran, 2009, p.94). The aspect of ethical marketing is also closely linked with the brand communities. The importance of ethics in marketing activities has been rigorously researched in various academic and professional circles. The main goal of marketing activities is to sum up the market share and marketers are known to use various means to do so. The era of aspiration has also increased the use of unethical aspects. Brand communities are an easy target for marketers considering their affinity towards a brand. However, ethical aspects need to be included so that the loyalty is maintained with the members of the community (Carrigan, Marinova & Szmigin, 2005, p.481-486). Apples marketing strategy is largely based on focussing upon the product and innovation associated with the products. The company does not try to go into sentimental issues and largely focuses on the product while promoting it in the market. These aspects go well with the communities of the brand that helps generate advantage for the organization. Brand communities