Roles of Brand Community and Community Engagement

Question: Discuss about the Roles of Brand Community and Community Engagement. Answer: Introduction The power of experience and shared extraordinary experiences are essential for creating the customer value. In current business market, the influence of brand communities, anti-brand communities, and other kinds of consumption communities are much highlighted (Kuo Feng, 2013). The study will thus focus on the case study of Transcendent Customer Experience to understand the challenges faced by the business personnel on the ground of marketing parameters. The study will identify the potential issues, link with the marketing theories, and suggest some of the suitable recommendations to ensure the betterment of business process. The research paper will also help in understanding the effects of brands and brand communities on the business companies. Case Study Analysis The case study concentrates on the customer experience and the influence of the brand community. The power of the brand community as well as the anti-brand community is much significant in establish the brand identity (Brodie, 2017). The survival of the business company depends on the effective customer experience. The case study highlights that there are two major categories of extraordinary experiences, such as flow and peak experience (Schouten, McAlexander Koenig, 2007). Flow experience is characterized by focusing on the absorption in an activity. The flow experienced generally perceives the high spirit of motivation that influences the people to take the relevant decision. The peak experience, on the other hand, is ephemeral and potentially transformational experience. Unlike flow experience, peak experience is less deliberate and more epiphany. In spite of the dissimilarities between the flow and peak experiences, it is observed that these two processes belong to the relative ly similar phenomenon. The case study is also shedding lights on the effectiveness of brand community, which is the most important factor for establishing the brand identity. The empirical study points out that the assimilation brand community often depends on the web of relationships between the customers and the brands. It is noted that the TCEs are much focused on establishing the customer value. They usually perceive that the customer value is the major instrument for achieving brand loyalty. The establishment of brand loyalty can determine repeat purchases for the suggested brands. The marketer thus has decided to consumption activity for strengthening the brand community. It particularly provides the strengthened brand loyalty for the future success. However, the marketers have identified some of the specific issues or challenges that may prevent them from establishing a strong brand community. The information derived from the quantitative research study is highlighting that the modern consumerisms and the religious or cultural factors are the major limitation of building a brand community. The obligations from the cultural factors are sometimes preventing the customers to use some of the products of specific brands. Moreover, the changing demands of the consumers is also much influencing in such cases. Due to such changing demands and the cultural barriers, the business companies have been facing most of the challenges in building the brand community (Brodie et al., 2013). Concentrating on such issues, the further section of the study will discuss the applicable marketing theory. Application of the Marketing Theory It is necessary to apply the relevant theory in order to minimize the potential challenges that the marketers face during the establishment of brand community. It is noticed that Kenneth Burkes Theory of Communication is considered as the foundational element for brand community (Jackson, 2013). It is instructed that enhancements of the communication can lead people to share meaning. Three major categorizations recognized as the source of information. First, the idealistic identification, which is reflected through shared ideas, attitudes and values (Baldus, Voorhees Calantone, 2015). Second, material identification, which is derived from owning the similar goods, such as computers, clothes, and cars. Third, formal identification, which is extracted from an organized events (Jackson, 2013). These forms of identification provide the insightful knowledge about the consumers demands while accepting any particular brand (Habibi, Laroche Richard, 2014). Sharing knowledge, attitudes, and values determine the expectations of the consumers in relation to their customs, cultures, preferences, and morale. Recognizing these aspects can be facilitated by establishing a strong communication (Goh, Heng Lin, 2013). Recommendation The case study analysis highlights the major issues of strengthening brand community are the cultural barrier and the modern consumerisms. The increasing and changing demands of the customers is one of the crucial factors that every business marketers need to fulfill at any cost. However, concentrating on such issues and the applied marketing theory, the preferable recommendation is provide below. The results obtained from the quantitative research study and the theoretical perspectives are reflecting the higher demands of proper communication process. It is essential to recognize the specific needs of the consumers for establishing the brand identity. The business marketers ought to establish the communication transparency to enable a strengthened brand community that shares the similar values. The transparent communication points out the basic need of a consumer that will drive them towards the repeat purchases. Moreover, it enhances the reliability for ensuring brand loyalty. Hence, establishment of the communication transparency would be beneficial to build a brand community. The recommendations are presented by focusing on the emerging issues. It is necessary to identify a beneficial source of establishing proper communication with the potential consumers. Using the social media sites is one of the most helpful sites to recognize and communicate about the modern consumerism. Sharing knowledge through the online pages is the modern approaches that the consumers use mostly in current time. The business marketers even can be benefitted through this communication process. Conclusion The study highlights the underlying concepts of brand communication by referring the case study of Transcendent Customer Experience (TCE). The results derived from the quantitative research process mentioned in the case study specify that the business marketers face challenges due to cultural barriers and the trends of the modern consumerisms. The application of the Burkes theory of Communication indicates that the establishment of the proper communication provides the ideas about the consumers preferences. Moreover, in todays world, the influence of the online social sites is quite in trends. Hence, it is recommended that the business marketers can reduce the issues by communicate with the consumers through online social sites. References Baldus, B. J., Voorhees, C., Calantone, R. (2015). Online brand community engagement: Scale development and validation.Journal of Business Research,68(5), 978-985. Brodie, R. J., Ilic, A., Juric, B., Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis.Journal of Business Research,66(1), 105-114. Brodie, R.J., (2017). 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