Master in Marketing Module: integrated communication marketing Subject: Mixed me
ID: 2746280 • Letter: M
Question
Master in Marketing Module: integrated communication marketing Subject: Mixed methods and promotional mix Brand communities have become a key strategy that is used to build a brand's value and trust with customers (millan & diaz 2014; Won-Moo, & Kim 2011). As you make your contributions this week, kindly keep in mind this important role brand communities. Are there any specific case studies of brand communities that come to mind as being reflective of how marketers this platform to manage brands? References millan. A. & Diaz, E. 2014, "Analysis of consumers' response to brand community integration and brand identification", Journal of Brand Management, vol. 21, no. 3, pp. 254-272. Won-Moo H,Explanation / Answer
A brand community is a community based on strategies to build bond between brands and the customers. The work is to make an attachment of a customer with the commodity. This is formed to analyze the behaviour of the customers to create relationship between brands and their customers.
In the world of advertising, brand community has made a strong impact in such a way that it can make a small level brand to a high standardized quality brand. Today, the marketers are focusing on these communities and putting an effort to make it central goal of marketing strategy. They use brand communities to organize and demonstrate right content about their brands.
In today's era, social media has become a part of brand community. Own brand websites and apps have made an easy and convenient track to reach its target customers. People now can directly view the brand and the content by using direct brand websites. These communities are able to reach and manage the data of the visitors using these websites and online apps. These communities have become wider in todays era of technology. There are no geographical barriers to restrict these communities at one place.
Brands exist in market because of the customers, keeping in mind this statement, marketers focus on running advertisement campaign in market sector, social media to make target audience and they try to build relation to leverage their brands by using brand communities. Marketers use this platform to increment sales and revenues per customer.
Brand community members are the best promoters. They accurately convey the brand message into the market. They gather all the relevant valuable information about the customers during marketing research. In today's world of social media, marketers focus on making the customers the true owners of the brand by making them subscribers or members in their own brand website to make strong sustainable realtion with the customers.