Bankruptcy Attorney

binary options news august 14 2014
what are the disadvantages of binary options
binary options signals auto signals
binary options leads
tag archives binary option no deposit required
sportsmavins binary trading page 13
mt4 indicators binary options stock
one touch trading binary options tutorial one touch option
binary options trading strategy youtube review guide
onetwotrade binary choices trading the next big issue
the binary options broker releases education pack on trading
dual binary option definiti
binary options multiplier reviews
find best binary options signals
binary options trade types
anyoption binary options revi
trading insanity course by guy edrington for binary options
hero binary option system
binary options traders in 2014
binary options trading scams and frauds
hedging spot forex binary options review trading investopedia
profitable binary options indicator
binary options trading software amazing download get discount now
best binary option payout banc de broker
buy doesanyonereallymakemoneytradingbinaryoptionsfreedownloadvideopdfebook shopping
secret method binary options read first
trade binary options with confidence
option prime binary broker
binary options daily market review 13092014 us opening
binary options with crown option
download binary options membership site
binary option trading training review free bonus
strategies for binary option brokers
a closer look on binary options scam
binary option robot for mac free download
can you really make money binary trading
binary options virtual account
binary option trading payp
is there really a magic key to unlock consistent binary options profits
trackelite v10 binary options trading indicator
bloombexoptions binary option platform review
binary option advice review trading live
following trick intended for binary options trading
91 success rate with binary options
when and what to trade in binary options
binary options free signup bonus
binary options brokers accepting instadebit deposit
binary options pro signals torrent
binary option indicator tradeelite v1 0 free mp3 download
making money from binary options
how to win in binary options news
how to win at binary options trading 1 coupon code
binary options trading signals live with signals live
live signals for binary optionsmp4
how to win in binary options u
sharp movement binary option trading strategy
tag archives trading binary options abe cofnas download
forex binary options trading in uk through banc de
trading system omni11 binary options 1 screenshots of system omni11 1
best binary option trading platforms
binary options live signals signals forum trading signals live
binary options broker promotions
binary options trading system free signals
what is binary option trading system
binary option quotes
review binary options brokers 100 minimum deposit industrial size
in binary language each letter of the alphabet each number and each special character is made up of
hot forex binary options review signals service free
top ten questions to ask binary options broker
binary options trading system striker 9 pro
is binary options a good way to make money
binary options review how to win with
free binary options trading system
binary options money management calculat
keith jones forex binary options system software download
testing new highlow binary options strategy
some advice when dealing with binary options brokers
beginners binary options strategy video tutorial 2014
posts tagged binary options tips
forex binary options risk warning disclaimer
binary options brokers the good ones
brand new binary options investing service requires bitcoinonly obligations
what exactly is a good binary options strategy
binary option market predict
top us binary options broke
how to make a living trading binary optio
importance of binary option broker
binary options live signals facebook review option extreme
binary option system free trial
how to get access to successful strategies in binary options trading
binary options trading game review experience
binary options trading signals ep 7
put call binary option
trade binary options with one two
binary option wikipedia the free encyclopedia
binary options end of day signals review best platform 2014
binary trading demokonto review auto signals pro signals
remarkable trading binary options for you
good binary options brokers review option live signals
binary options asia launches trading platform targeting asian traders
binary brokers australia review option trading united states
the best brokers for usbased binary options traders
binary options caricature us jobless numbers beat greek debt
interactive brokers trade binary options directly on mt4
good price free binary trading robot inexpensive sale
important facts about binary options trading scams
psychological aspects of binary trading
binary option top broker
get binary options magnet the worlds first bot
binary options minimum deposit list

Why Brand Communities Don’t Exist

brandingsmThere is a lot of research on Brand Communities, defined by Muniz and O’Guinn as “a specialized, non-geographically bound community, based on a structured set of social relationships among admirers of a brand.” (Muniz and O’Guinn 2001).

But do brand communities really exist?

Brand communities imply that the brand is at the center of the community. So in the Harley community it would mean that the Harley bike is at the center, in the Jeep community the Jeep Wrangler or the Cherokee, in the Mini Cooper community the Mini, and in the Fiskateer community, the Fiskars tools.

Is this really what is happening? I don’t think so.

For communities to work, the members need to be at the center of the community, and so the motivations have to be different from the pure hedonistic pleasure of owning a brand/product. The Fiskateers may be the people who come up with most of the new Fiskars products ideas. And they may be their staunchest defenders when the brand comes under attack. But the reason they form a tight-knit community, one that some members say changed their lives, is because they share a passion for scrap-booking. The reason that Harley owners get together is because they share a riding lifestyle passion. Jeep owners, probably because they have a shared aspiration for being adventurous by “off-roading” their cars. Mini owners? Not sure, but according to ethnographic research even people who no longer own a Mini Cooper stay with the community, so it cannot be that the car is at the center of the community.

So why Jeep and not Ford, why Fiskars, why Mini, why Harley ? Because in all those cases the companies have provided environments in which those member communities can operate and thrive. Jeep marketers are providing training camps, and are organizing the barbecues around which members can share their passion. Fiskars provided an online environment for their members to thrive and connected those with offline events as well. But in all cases they are enablers of a shared passion that exists within a tribe or community.

The result of that is what I described in a recent blog post – people use the Jeep, the mini, the Fiskars scissors, or the Harley as symbols to associate with others who share that passion. In some cases they take that a step further and create rituals around those brands, which make the brands more sticky. But at the end of the day, these are not brand communities, they are passionate rider communities, scrapbooker community, adventure seeker communities.

What do you think? Do you buy that, or do you think I am missing something?

0saves
If you enjoyed this post, please consider leaving a comment or subscribing to the RSS feed to have future articles delivered to your feed reader.

You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.



AddThis Social Bookmark Button