Brand community

Order Description

“We introduce the idea of brand community. A brand community is a specialized, non?geographically bound community, based on a structured set of social relationships among admirers of a brand. It is specialized because at its center is a branded good or service. Like other communities, it is marked by a shared consciousness, rituals and traditions, and a sense of moral responsibility. Each of these qualities is, however, situated within a commercial and mass?mediated ethos, and has its own particular expression. Brand communities are participants in the brand’s larger social construction and play a vital role in the brand’s ultimate legacy.” (Albert M. Muniz, Jr. and Thomas C. O’Guinn, 2002). You are required to discuss the above statement in relation to the strategies marketers employ to create brand identity and using practical as well as theoretical insight to frame your answer.