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Essay example - Analyse a Brand Community of Your Choice

Masters
Essay
Marketing
Pages 4 (1004 words)
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Analyse a brand community of your choice Table of Contents Analyse a brand community of your choice 1 Table of Contents 2 Introduction 3 Brand Community 3 Conclusions 5 References 7 Bibliography 7 Introduction In the age of increased market competition and turbulent business environment, it has become necessary to distinguish products and services from that of the competitors in the market…

Extract of sample

Brand communities are termed as very complex and its members are often known to relate their personal identity with a brand community. Customer expectations and wants are largely characteristics of these brand communities (Wiegandt, 2009, p.15). The present study would try to analyse the aspect of brand communities and particularly the brand community of Apple. The choice of product assumes significance as it is one of the most renowned brands of the globe and has a high brand image 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 common faith and beliefs among the members of the group within the group i.e., homogenous within the group and heterogeneous outside the group (Ratneshwar & Mick, 2005, p.256).The discussions in brand communities normally involves discussion 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. ...
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