Analysis Of The Article ' Totem Begets Clan '

A brand is a portfolio of qualities associated with a name, which in turn invokes certain images to individuals and hold values beyond the benefits of a product (Iacobucci, 2018). Brand association occurs when customers make a cognitive or emotional association with a particular brand. For instance, when a customer sees a certain color, symbol, logo, or name they automatically can make a connection to a particular brand. Brands start with a name that conveys information, suggest their benefits, or can even be named after their founders (Iacobucci, 2018). In the marketing perspective marketers can control the brand which they are marketing by using catching logos, colors, slogans, or even the products shape and appearance. In marketing a marketer can control the message they are trying to convey but cannot really have control over an individual’s association with that particular brand. Once a customer has an association with a particular brand they may favor the brand based on a past experience or even that individual’s sense of style or they may dislike a brand because of an association they

The brand image is the brand's total personality impression in the consumer’s mind (real and imaginary qualities and shortcomings). It is developed through advertising campaigns over time with a consistent theme. Talbot and his team conducted social media research and there objective was to: -

A brand is an organisation, product or service which has created an emotional connection with their consumers in order for them to favour their brand over their competitors. It is incredibly important for brands to keep up their image and one little thing could change the global perception of a business. It takes a lot to maintain a brand image that has been built up over a long period of time and even more to regain it if that reputation is lost. Brands are created through various different aspects such as their visuals, tone of voice, advertising, actions and reputation. The combination of these will leave their consumers with long lasting emotions and perceptions of a particular brand and will effect whether they support a business or not and whether they would favour or avoid it. When a brand looses their image it can cost a lot of money and time to rebrand to prevent complete failure of the product or service.

Brand community culture play very important roles when people purchase products. People tend to buy brands that they know they can trust and brands that they know won’t disappoint them. Brand communities such as Holden car users versus Ford car users bring together an awareness to other

The second element to a community is shared rituals and traditions which represent important social processes by which the meaning of the community is reproduced and transmitted within and beyond community (Muniz and O'Guinn, 2001, p. 412; Brodie et al. 2013). Through these social processes consumers create their own interpretations of their individual community experience and use this to relate back to the brand. The consumers will then transmit these experiences within and beyond the borders of the community (Casaló, Flavián, & Guinalíu, 2008).  A ritual that has been adopted amongst the Saab brand community can be seen through this discussion:

In this report for the first assessment of the module Brands and Branding I will critically discuss the growing importance and meaning of brands in contemporary consumer culture. Brands are omnipresent in todays life. Everywhere you look around you can see different brands. Our life with brands already starts early in the morning when we get up out from our bed, which was made by a company with his own brand. We go to the bathroom to brush our teeth with a toothpaste e. g. from „Colgate“. Thats the way we go though the day. We write messages via „Whatsapp“ from a smartphone often from a big company like Apple or Samsung. Apple for an example is a brand which produces a smartphones, tablets, laptops or watches. But the names of these products are also brands. When I am thinking about the first smartphone my first thought rises the „iPhone“ and „Steve Jobs“. A Person and an advanced mobile phone, but also they both are brands for themselves. So you can see we are so „manipulatet“ by big brands that I had no chance to think about any other brand which also produce well designed smartphones with a high usability. They are not only lifestyle gadges which grew importance of brands. We can take a look at the brand Rolex for example. Rolex has his origin in Germany before the watchmaker has founded Rolex as a company in Switzerland in 1908. This company has a very long tradition an his watches carring their original value over decades. It is not a fashion brand and

Basically, branding is a philosophical expression of the human condition. It is about belonging/attachment. Belonging to a tribe, to a religion, to a family and to a product. The Branding establishes a sense of attachment. It has this function for both the people who are part of the same group and also for the people who don’t belong. The origins of branding are basically related to the nature of the human condition. A tribe is a brand—religion is a brand. When it shows itself in a modern, fashionable form, you are expected statingbranding that began in the 19th century. It was basically affiliation with fast-moving consumer goods. But that is a distortion of what branding is. That type of branding is a manifestation of differentiation. It’s a differentiation of onefast-moving consumer product from another. Brands are a direct consequence of the strategy of market segmentation and differentiation.

As the development of communication technology and global market, the concept of Brand Community was fist defined as ‘a specialized, non-geographically bound community, based on a structured set of social relationships among admirers of a brand’ by two social scientists, Albert M. Muniz, JR and Thomas C. O’Guinn (2001). This essay will firstly give a brief overview of brand community, and then point out three main characteristics and further discuss these features of brand community based on the article by Muniz and O’Guinn (2001) using the supporters of Manchester United Football Club as an example.

Since an increasing number of people focus on brand names instead of product, brands become important elements for customers to choose products (Carroll, 2008). When customers trust the brand, the benefits for the manufactures are generated. In the first place, brands can be used by products as the tool to identify and differentiate themselves from various products. Secondly, brands are helpful for companies to build a competitive advantage (Bick, 2009). Therefore, organisations take more attention to branding.

Nowadays fashion brand is more in more participate people’s life. Consumers prefer trust high awareness brand rather than nameless brand, for example, there is a survey provided that in the whole sample was familiar with Tesco brand with 88.7% of participate people choose Tesco product (Ross and Harradine, 2011). Brand is a relationship between consumers and business, is a communication for getting familiar with each other. For instance, when someone mentioned Burberry, people will associate trench coat, when some mentioned Nike, people will associate sports wear. Brand is a logo, a name, and it also contain numerous aspects, such as, image, product quality, service, status. Brand effect will impact consumers’ choose, therefore,

When totems beget clans: A case of the brand Symbol as the defining marker of Brand communities

In society today, everything has a name for it. If the product doesn’t have a well-known name, it goes by name that a well-known product that is similar goes by. Branding has made its impact on society and it’s never going to go away. In this situation, all we can do from here is analyze more and more until we fully understand its presence in society and its effects. Branding has its biggest effects on consumerism, which makes us question consumerisms power in society. Has our society become one big, replicated consumer or can a consumer or even a person still be unique and individual? Branding creates competition amongst companies throughout the world and creates a competition for the consumers. Not only, it also creates issues, creates

The basic assumption that ongoing interactions help consumers form deep attachment to brands, fails to address both the intrinsic and extrinsic factors impacting consumer choice and preference, and the multi-dimensional context in which consumers and humans operate. Today, brand meanings are no longer created unilaterally, under the sole control of a firms marketing efforts, rather, it is the active role of multiple stakeholders in conveying the essence of the brand (Berthon, Pitt and Campbell 2009).

When people are asked, “what is a brand?,” Many things come to mind. They think brand is equivalent to a logo. Once upon a time, brands were simply a mark to tell the difference between ‘yours from mine’, but since the olden days of branding cattle and differentiating belongings, things have changed quite a bit.

In lean economic time nowadays, only a few firms comprehend and execute approaches to stir customer loyalty towards a brand, achieve marketing efficiency, and brand credibility provided by that solid communities (Fournier and Lee, 2009). For whisky communities play critical roles in local whisky industry, new approaches for increasing their impacts are suggested.