Marketing and Management Sociology and Social Policy

Question: Discuss about the Marketing and Management for Sociology and Social Policy. Answer: Introduction: The brand community is particular community that is formed on attachment to a certain product. There have been various developments on the marketing strategies to ensure that the consumers of a particular product get the view of what to expect regarding the commodity. They research on the various consumers behavior that later stresses the connection between the brand, culture and the individual identity. The brand community is also a group of self-selected individuals who share a system of values, standards and a certain culture and also recognize bonds of membership with each other. They are commonly characterized by consciousness, rituals, being morally responsible and traditions. The term brand community was initially presented by Albert Muniz and Thomas C. OGuinn in the year 1995 on a paper for the Association for Consumer Research Annual Conference in the state of Minneapolis, Minnesota. Moreover, it was published in article by the Journal of Consumer Research. The publishers de fined it as a non-geographical bound community that was highly specialized and based among various admirers of a particular brand. The organizations that produce various products utilize them to ensure that they market the commodities to the customers. The discussion outlines about the brand community in the field of marketing. The brand community is highly utilized by the corporations to advertise and market their products and services. It encompasses the brands customers, fans and also the advocates who are inclusive in the field of marketing. Moreover, having a loyal and strong brand community can help ensure that a small brand is successful if it is nurtured and given the appreciation it deserves. The organization is able to generate more income and get the high market share from time to time. The individuals at the market place who embrace the values of the brand as the clients are termed as the brands true owners. The marketers have been organizing and working on the social media campaigns. It ensures that they interact and gain opportunities to access the brand communities so as to leverage the brand (Meister, 2012). However, many people think that the brand communities can only be utilized by the major brand which is not the case. The brand community is a play a significant role in marketing any par ticular brand regardless of its size. It is the duty of the management to decide the marketing criteria it will use to market its commodities. The most affordable method of advertising the products and services is the best to ensure that the organization can be able to cater for it. The funds to carry out the advertisements should be budgeted for to ensure that the process runs smoothly. The managers should select a particular brand community that suits to advertise their products and services. It ensures that awareness is created to designated clients of the commodities. Through this process, the corporations get market to sell their products and make more profits. It is the role of the branding community to do their best to ensure that they show how good a particular product is and its advantages over the others (Ahonen Moore, 2005). According to Burgh-Woodman and Brace-Govans, the emphasis of the brand being the backbone of the brand community seems to be an obvious point that is not taken seriously. It has been taken granted by the analysts that there is no significant and has gone unrecognized while defining the unique characteristics of the m and their peculiar dynamics. However, the analysts have highly struggled to identify the distinguishing traits from the other social figurations. They are also characterized by the acceptance of the mainstream ideology (Jeremy, 2016). It commonly distinguishes a particular brand community from other subcultures. Secondly, the members of the brand community exhibit the self-awareness and that of the communitys relation to the commercial activity. Lastly, the communities are associated with the rituals, traditions and the responsibilities to help the other persons in the brand utilization. The brand communities operate in a particular way that is similar and share the cult ural markers. In addition to that, they are also defined in the opposition to other brands such as Apple vs Microsoft, Toyota vs Ferrari and many others. The management determines how they will carry out the advertising to ensure they market the products to the public. The managers in charge of marketing the products and services of a particular organization should choose various branding communities that are suitable for the task (Burgh-Woodman HD Brace-Govan, 2007). On the other hand, the advertising of the brand communities differs with the products to be advertised. They play an important role in the marketing of the commodities as they are committed and dedicated in ensuring that they attract the intended customers. The management of the corporations should treat the branding communities with the respect they deserve so that they can carry out their tasks accordingly. Moreover, they should be given all the resources they require so as to make the marketing of the products and services attract the public. They plan on the way to carry out the advertisement to their level best. Most of them have the experience in the marketing of the commodities as they helped most of the organizations achieve their set goals and objectives. The managers of the branding communities ensure that the individuals who engage in the advertising and marketing the intended brands are highly qualified. It is important to ensure that they do not mess up while doing the a dvertisements (Humphrey et al, 2016). In conclusion, the corporations should see the need of the brand communities and utilize them in their marketing process. They help leverage a particular brand regardless whether it is small or large. They enable various organizations attract customers from all over the world and hence generating more profits. Their management is very organized to help the different enterprises achieve their objectives of having more clients to purchase their products and services. They are very unique in the way they carry out their activities. However, the analysts do not rely recognize them and mostly prefer others to them. They play a significant role in branding exercise and should be given the priority in advertising and marketing. References Ahonen, T. T., Moore, A. (2005).Communities dominate brands: Business and marketing challenges for the 21st century. London: Futuretext. Burgh-Woodman HD and Brace-Govan J (2007) We do not live to buy: Why subcultures are different from brand communities and the meaning for marketing discourse. International Journal of Sociology and Social Policy 27: 193207. In Bowen, G., In Ozuem, W. (2015).Computer-mediated marketing strategies: Social media and online brand communities. Hershey, PA : Business Science Reference Hartleb, V. (2009).Brand-Community-Management: Eine empirische Analyse am Beispiel der Automobilbranche. (Brand Community Management.) Wiesbaden: Gabler Humphrey, J. W. F., Laverie, D. A., Rinaldo, S. B. (2016).Fostering Brand Community Through Social Media. New York: Business Expert Press. Jeremy N, (2016) Journal of Consumer Culture. Murdoch University, Australia Meister, S. (2012).Brand communities for fast moving consumer goods: An empirical study of members' behavior and the economic relevance for the marketer. Wiesbaden: Springer Gabler. MartiÃÅ' nez-LoÃÅ' pez, F. J., Anaya-SaÃÅ' nchez, R., Aguilar-Illescas, R., Molinillo, S. (2016).Online Brand Communities: Using the Social Web for Branding and Marketing. Cham : Springer International Publishing : Imprint: Springer Storch, B. (2007).What do you think about brand communities?: An insight of consumers' perception towards brand communities and the idea of mutual benefits. Norderstedt: GRIN Verlag.