Journal of Consumer Culture Business Brand Community

Question: Describe about the Journal of Consumer Culture for Business Brand Community. Answer: Introduction Marketing analysts, community researchers, anthropologists, sociologists have contributed in setting out a broad view of consumer culture which inherits brand and brand community as a base for market and consumer analysis. A brand reflects the company's intention to manufacture or renders the best product or the services to the customer, which later turns out to be the brand community (Heizer et al., 2016). There are many aspects of brand and brand community as subculture, no tribe, etc. brand is said to be the essential part in generating valuable consumer but unable to hold them for a long time period, hence the actual need of brand community arises. Main Context The consumer culture is a vast subject to study. It incorporates many definitions regarding consumer culture that needs a thorough speculation. A company while making business strategies requires the sheer knowledge of consumer culture (Johnson, 2014). There have been many eminent researchers who have analyzed consumer culture into mainstream hence established well-defined speculations. Since the subject is so vast, many analysts establish their own research in order to prove their respective points. The main aspect of this essay is to understand Brand and Brand community' (Bozarth and Handfield, 2016). This poses a challenge because a general misconception about their meaning and use is inherited among the consumer community. the other defining aspects of consumer culture, that is subculture communities', imagined community', Neotribe', Brand follower', etc have been discussed (Horngren, 2013). While understanding a brand community, one has to understand several other aspects of consumer culture in order to get expertise in this stream and set the competitors out of the competition. The main challenge that one would face in consumer culture is to understand Brand community as a whole taking all the other aspects of brand and consumer culture. There have many analysts who have proposed their respective speculations about the aforesaid term in order to get the actual notion (Foxall, 2014). The supremacy of brand exclusively for communities in the brand community has some complications as to get the notion of how brand communities work, which actually separates it from other communities. The next challenge is to identify the brand identity myths that are heavily controlled by non-producer end who actually develop this sort of strategy in culture-pro societies. Some more challenges that a company has to face are to draw customers attention to join the community. A brand communi ty cannot survive without its members; challenge is to bring them in by providing a great deal of trust which will make them a reliable asset for the company (Wong et al, 2012). Brand communities are actually relevant with symbolic constructions, say culture, have a distinct identity which somehow tends to confuse with other community aspects, that is why it is very hard to classify properly. Another complication is that some of the brand community shows their characteristics resistant to the mainstream. It is highly observed that brand community members may be seen as same as that of enthusiast community, say fans of movies, music. Here comes the tricky part where some level of community is seen as the fans of any movie club, say harry porter. It is believed that brand community is comprehensible with traditions, rituals, moral duty; but these aspects are not unique to the brand community so it is almost impossible to sort out specifications regarding brand community. Companies are trying hard to compete in the 21st century and customers are well aware of market announcements. The brand community cannot establish themselves without having the desired number of satisfied customers. In the consumer culture, there is much segmentation which has a different role to play in the marketplace (Ross, 2013). A company while making strategies for the proposed growth has to consider different aspects of consumer culture. Managerial skills are very much needed in order to evaluate approx estimation of proposed activity. It has been observed that focusing entirely on innovative products can increase the number of customers but here comes the brand community part which actually helps the company to retain its customer and generate eternal trust through companys several promotional offer for the members, become ready for healthy critique, setting up virtual platform, and etc. the brand community is a business strategy, hence the priority to have innovative ideas is very much needed in this turbulent time where customer is eagerly waiting for companies to launch value prod ucts because now these days consumers have become heavily dependent on companies to get products (Harris and McCaffer, 2013). In this vibrant timeframe, companies should engage themselves in making brand community stronger than ever. The main purpose of a brand is to provide its customer with the best product it can manufacture; whereas brand community focuses on people engage with it anyhow, so the need of better community culture is urgently needed. The important notion is that a company has to have made a strong community around it because a brand can influence a large number of customers but eventually will be unable to hold them for a long period of time. The most brand community tends to avoid conflict, criticism but members of any community are subjected to pro-politics behavior. So to counter these issues in the community, management should talk debate at the members meeting or somewhere else like virtual presence. Conclusion The brand community has become a central objective for consumer community, which distinct it from other aspects of the community as subcultures, no tribe, imaginary community, etc. brand community is set to be at secondary while having social gatherings, where a brand is set to be in the primary. Brand actually do not consider production or consumption logic but emphasis especially on dynamics of the proposed product which in turn incorporates and attracts various customers forms brand community by taking part in the further activity. Such example would be BMW owner than participated in the BMW rally makes the brand community which in fact invites nonmembers too. References Heizer, J., Render, B. and Munson, C., 2016.Principles of operations management: sustainability and supply chain management. Pearson Higher Ed. Johnson, P.F., 2014.Purchasing and supply management. McGraw-Hill Higher Education. 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