Brand community and customer empowerment in virtual online spaces

Cardsmax

When trying to understand what a marketer must do in order to manage their brand online, there are first questions that need to be answered. In addition to those questions is a need for a clear understanding of the online consumer, what they are looking for, what it takes to reach them, as well as keep them interested. Cova & Pace (2006) discuss in their writing that the consumer is driven by a passion to belong to a group, which in itself produces a sub-culture. This need or passion is on that needs to be considered by all marketers that want to make a strong impactful presence online. The internet they share further provided a way for brands to create online communities around the products that they offer. In this community there is a need of the consumer to feel empowered and have a sense of community. The text book discusses not the aspects of the community but yet the importance behind the presentation of the brand and its packaging. In developing loyalty to a brand the consumer will look for durability of the goods. Consumers consider good in three parts they are classified as staple products, impulse, or emergency. These classifications will also determine to what extent a consumer will search for the particular item.

McAlexander, Schouten, & Koenig (2002) confirm what Cova & Pace (2006) discussed in their writing about the marketplace communities with additional details. The community is seen as a group of individuals that have a relationship. These groups are often characterized by the commonality found amongst its members. They further report that communities are a key component necessary to the overall well-being of the consumer. This article explained that there is an intricate process in the building of consumer loyalty, it was explained that through the development of these relationships it help to strengthen community and loyalty.

In order to manage a brand online Cova & Pace (2006) explain certain dynamic in the online community that has to be considered at all times. One must always be conscious of the sense of belonging felt by consumers in this group, there are special traditions that are unique to each brand, and there is always a sense of obligation to the community and the other consumers involved. In order to effectively manage this community a marketer must define the brand and define opposition to another brand and its community/tribe. In addition, give market legitimacy to the community, they must feel like they are a legitimate purchaser of the brands products/services. The community must feel that the community is small and exclusive, allow and understand that the community will view the brand as a collective property of the community in which they all share ownership. Allowing consumers to define brand meaning within parameters pre-constructed by the marketer. This allows the community to feel a sense of ownership and build loyalty to a brand that they feel they must show loyalty and confirm their place in the community.

Fournier (1998) further supports that branding has a strong relationship with relationship principles. These relationships give those in the community more purpose and are significant to the well being of the consumer on a personal level. Meaningful relationships can affect the way that an individual feels about themselves. Therefore, if a brand build a relationship with the consumer and insures that the consumer feels needed and wanted this can not only build loyalty it can alter the way that the person feels about themselves and create an even stronger loyalty to the community and the brand as a whole.

Lastly, it is discussed in the article by Cova & Pace (2006) that the success of the Nutella the community site comes from the ideals I discussed earlier. By allowing the community to have a sense of ownership, the ability to personalize their experiences and a sense of being a part of a tribe/community all help to explain the ultimate success that has been experienced by the Nutella the community site. Holt (2002) brings another dynamic to the ideals behind the principals utilized by Nutella. In the writing it is reported that there the ability for the consumer community to become destructive in nature. Holt (2002) explains that the brand can in fact create trouble in a community. His rational is this conflict or trouble is created when a brand no longer looks to satisfy the needs of the consumer and the community, but look to satisfy their own personal needs. This is something that could have easily happened when the owner of Nutella would not allow consumers to create their own groups where they could come together and build a stronger brand loyalty around the product in their own way. Luckily this was not an issue that Nutella had to face and the methods utilized by the brand proved rather effective in the end result when the Nutella community site was created. This issue of self sabotage is however something that has to be considered and watched for. It can easily destroy a community and the loyalty of the consumer if not handled properly.