Nobody downloaded yet

Diversity and Tension in Collectives and the Opportunities for Solutions that can Strengthen a Brand Community - Essay Example

Comments (0) Cite this document
Summary
Running Head: INDIVIDUAL, RELATIONAL, AND COLLECTIVE MARKETING Diversity and tension in collectives and the opportunities for solutions that can strengthen a brand community Name University Class Diversity and tension in collectives and the opportunities for solutions that can strengthen a brand community Introduction In thinking about the needs of consumers through brand identity the relational and collective needs should be addressed with the individual needs in order to more fully find solutions…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER96% of users find it useful
Diversity and Tension in Collectives and the Opportunities for Solutions that can Strengthen a Brand Community
Read TextPreview

Extract of sample
"Diversity and Tension in Collectives and the Opportunities for Solutions that can Strengthen a Brand Community"

Download file to see previous pages A brand community will include consciousness of kind in which connections within the community define them in contrast to those outside of the community, rituals and traditions which will support the history, culture, and consciousness of the community, and a sense of duty or obligation in which both the needs of the community and the needs of the individual are integrated (Cova, Kozinets, & Shankar, 2007). In understanding the differences and tensions within a collective, a business can find ways to create integrated solutions that will expand the experience of a consumer as they are making their choices so that individual needs are fulfilled, as well as collective goals. Package Solutions In the search for ways in which to connect to consumers, often times it is best to approach the needs through provisions of solutions that can create many outcomes. This concept, as suggested by Epp and Price (2011) develops an experience through mass product and service production for the individual that can be integrated to fit a group of needs. Each need is addressed in order to make the whole experience satisfactory. As an example, Epp and Price (2011) quote from Sawhney (2006) for the way in which Kodak has approached the changing market and the needs of their customers. Instead of focusing on just providing digital camera solutions, they have approached a spectrum of needs through image software, photo printing at home, and the need to utilize the photographs for keeping memories. Through the concept of collectivity, the goods and services that a company provides being diverse enough that a customer can examine what they want from their product and put together a package of items that is unique and suits all of their needs. Epp and Price (2011) suggest that a company should “account not only for individual goals but also for relational and collective goals” (p. 36). In order to do this, integration is the format that will give a great deal of success for a company. Epp and Price (2011) state that “ The term ‘integration’ refers to the processes of bringing together potentially diverse products and services in a way that creates value” (p. 36). In other words, in order to serve customers, Kodak would not seek out a way to combine their digital cameras with a good frozen fish product. The purpose of integration is to take related concepts and put them together so that a personalized ‘package’ can be created. Integration is the key to providing value to a customer in promoting new products from the point of associations that have been made to a brand. In creating the ‘package’ of products for a consumer, brand loyalty often follows, assuring that the consumer uses the products that fit together in a meaningful way that adds value to their experience. This type of affective commitment serves the interests of a firm in that the consumer will not feel satisfaction when a substitute product is used, bringing them back towards the brand where they have placed loyalty. The connection that is made between the emotional and the cognitive process when making choices towards a ’package’ of goods and services ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Diversity and Tension in Collectives and the Opportunities for Essay”, n.d.)
Retrieved from https://studentshare.org/marketing/1427070-design-management-and-new-product
(Diversity and Tension in Collectives and the Opportunities for Essay)
https://studentshare.org/marketing/1427070-design-management-and-new-product.
“Diversity and Tension in Collectives and the Opportunities for Essay”, n.d. https://studentshare.org/marketing/1427070-design-management-and-new-product.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document
CHECK THESE SAMPLES - THEY ALSO FIT YOUR TOPIC
Analyse a Brand Community of Your Choice
In this regard the aspect of branding comes into play as brands are essentially used by consumers to distinguish between products and services. In this regard brand community also plays a crucial role in the consumer behaviour of customers. In literature the term brand community as coined by Muniz & O’Guinn (2001) is defined as a specific, non geographical based collection of individuals who share a common belief and faith about a particular brand.
4 Pages(1000 words)Essay
Equal Opportunities versus Managing Diversity
Theoretical Approaches: Equal Opportunities versus Managing Diversity Introduction Globalization is a phenomenon that has resulted in various elements that organizations have to deal with. Such elements include: providing equal opportunities to all its employees, managing diversity in the workplace, and maintaining ethical norms and regulations amongst other aspects.
8 Pages(2000 words)Essay
Nursing: COMMUNITY HEALTH AND DIVERSITY
According to the 2001 census, there were about 458,000 aborigines which make about 2.4% of the total population in Australia. This is an
8 Pages(2000 words)Essay
Tension
From my personal experiences, I can illustrate most convincingly that tension is one terrible realities of human life and the success of an individual’s life depends greatly on how effective he or she is in dealing with tension and stress. “Stress is
3 Pages(750 words)Essay
Managing diversity and equal opportunities
However, over the last decade or so, issues related to inequality in gender pay have escalated beyond limit which is why government authorities have thrived to bridge the gap in gender pay. According to Equality and Human Rights
8 Pages(2000 words)Essay
Discuss how social media can be used to build a brand community and illustrate your answer with detailed examples of such use
Brands do not exist in isolation. They produce shared meanings and unite consumers around them. The success of brands largely depends on the success of communication between them and their supporters. From the Marxist perspectives, brands build on productive communication, which leads to the creation of an ethical surplus (Arvidsson 2005).
6 Pages(1500 words)Essay
Diversity and Equal Opportunities with Curriculum links
People normally consider that equality is an objective of a political programme. On the other hand, it is a general component of every society and there are things for which all people are equal, In democratic societies, equality concerns the equal to the right to access legal as well as other rights.
10 Pages(2500 words)Essay
Brand community
Crucial relationships include those between the customer and the brand, between the customer and the firm, between the customer and the product in use, and among fellow customers”
10 Pages(2500 words)Essay
Education, Community and Diversity
The actions of community members are determined by common prospects, values, beliefs and definitions amongst people (MacQueen, McLellan, Metzeger, Kegeles, Strauss 2001 p.1). This assignment will provide an in-depth analysis of the major resemblances
8 Pages(2000 words)Essay
Community Solutions
are the evergreen slogans in the history of political movements that have happened in the world. But despite years of planning and aggressive strategies worldwide, the cry for poverty eradication is till heard in many parts of the world. For the United Nations, ‘End poverty by 2015’ is one of the Millenium Developemnt goals (United Nations, September 2010).
7 Pages(1750 words)Research Paper
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Let us find you another Essay on topic Diversity and Tension in Collectives and the Opportunities for Solutions that can Strengthen a Brand Community for FREE!
logo footer
Contact us:
+16312120006
Contact Us Now
FREE Mobile Apps:
  • StudentShare App Store
  • StudentShare Google play
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • Miscellaneous
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us