Analysis of brand tribalism

Analysis of brand tribalism In the view of earning profit, marketers should develop as deeper, more affective relationship with their customers as they can. Some scholars reveal that competitive advantage can no longer be sustained on the basis of product attributes and perceived position. Today’s Consumers are now developing unique and vibrant relationships with their brands (McAlexander et al 2003). And strong brand relationship has also been characterized as cults or tribes (Cova and Cova, 2002). In this sense, the brand gathers passionate consumers in a structured social relationship, binding members together through a shared social and interpersonal experience (Cova 1997, Muniz and O’Guinn 2001). Brand managers are advised to go beyond the common marketing theory to establish a more stable relationship with the group of tribal people. In this case, the discussion of the way to make stable relationship with these tribal members is receiving more and more attention. The aim of this paper is to analyze the definition of brand tribe and some relevant literatures to evaluate how marketers engage with the phenomena of brand tribe to build a long term relationship with tribes. Overview Concept of Brand tribalism â€Å"A brand tribe can be defined as a social network of varied persons -who are linked by a shared belief around a brand; its members are not simple consumers, they are also believers and promoters† Patrick Dixon (2010) Says. A brand tribe does collective action and therefore it is implicated as post-modern business. The emergence of brand tribalism represents tribal consumptions. Some scholars define the concept of tribal consumption as â€Å"Tribal Based Views of Brand†. Cova (1997) says that Brand tribalism emerges because there is a group of consumers who adore this brand emotionally connected by some values and usage of consumption, using the social â€Å"linking value† of products and services to create a community and express identity. Ac cording to Bagozzi’s (2000) concept of international social action, social associations are the most important influence on an individual’s consumption decisions. In terms of this point, the phenomena of tribes can be presented as an expression of both self and social identity. Furthermore, Maffesoli (1996) establishes that consumer social identities and consumption choices shift depending on situational and lifestyle factors. So, the phenomena of Brand tribalism can also be understood and accessed through their shared beliefs, ideas and consumption. Due to this point, one individual consumer who has different categories of identity, may be involved in several different brand tribes at the same time. Practical Analysis Socially interconnected groups have been found to act loyally as a group because personal relationships are maintained through shared, regular consumption (Gainer, 1995). Brand just likes an art and consumers just like its diverse audiences bounded by a shared passion for â€Å"performance†. Meanwhile, studies of consumer-consumer relationships and their influence on individual consumption have focused on brand communities (Berger et al., 2006; Muniz and O’Guinn, 2001; Schouten and McAlexander, 1995). This research expands the focus on social relationships in the consumer behavior area and looks into the dynamics of a group of consumers focusing on one brand (brand tribe) for marketing opportunities.

Farmer you could look at how crops emerged and transformed societies Essay

Farmer you could look at how crops emerged and transformed societies - Essay Example Eurasia and Mesopotamia have contributed to the bulk of world changing developments in the history of man. The question therefore begs as to why this area was the birthplace of so many of the world’s greatest inventions. Eurasia is located on a temperate zone on the Mediterranean Sea as opposed to other climates such as Africa and the Americas which combine a myriad of different climates. This means that vegetation that would thrive in Eurasia would then be more viable since they are subjected to similarities in climate disease and seasons (Butler). A good example of this is the instance of corn cultivation in Mexico, which did not spread to Peru due to their different climatic conditions. Mesopotamia on the other hand is regarded as the birthplace of agriculture from whence it then spread throughout Eurasia. Mesopotamia is also endowed with favorable climatic conditions that would favor the development of agriculture. The Middle East climate usually consists of cool rainy winters and hot dry summers which made crops adapted by having fast growing and maturing periods due to the short rainy seasons (Lienhard). The plants, which grow that fast usually, are small plants devoid of woody stems that produce cereals in abundance. Mesopotamia also boasts of a variety of self-pollinating crops some of which cannot be found anywhere else on the planet. This means that traits which may be good for farming, will be maintained in the crop since there is no cross pollination (Vasey 97). For instance, the attribute of the cereals and pea pods shattering to distribute their seeds as much as possible is the attribute of some not to do so. This would help people to harvest the non-sha ttering varieties and grow more of them the following season and less of the shattering varieties. The geographical accessibility and good communication of Mesopotamia also meant that new technology could easily and conveniently be

Professional associations influence on HR practitioner Essay

Professional associations influence on HR practitioner - Essay Example uch, the human resource team employed by a company or an organization should be efficient and attentive to the rights, privileges, as well as the personal needs of the workers of the organization in order to foster a good working environment at the company to promote productivity and efficiency within the operations of the company (Bogardus, 2009). Aside from the skills acquired through learning and professional experience, HR officials should always be on the lookout for new skills, talents and expertise that comes about from leading professional associations and journals within the market. These assist the HR practitioners from getting up-to-date information on the performance of their tasks and duties as HR Managers, thereby being efficient and effective in their practice. Some of the leading professional associations in Human Resources that influence the practice and trade of a HR Practitioner in Australia include the Australian Human Resource Institute, the HR Monthly, and similar publications from consultancy firms (Bondarouk & Olivas-Lujan, 2013). The Australian Human Resource Institute is a professional association of Human Resources professionals who study, review and make recommendations on the current needs and demands of a HR practitioner in the Australian Human resource market. As such, a HR practitioner gains abundantly from reading the findings and reports published by this institute, as these reports touch on the sensitive issues of their professional practice that enable them improve and enhance their professional practice. For instance, the latest publication of the Australian Human Resource Institute provided a methodology of how to undertake appropriate HR Strategies and Planning within the organization in order to promote efficiency and productivity within the company (Cheung-Judge & Holbeche, 2015). HR strategies incorporate an effective assessment of all the HR needs and demands of an organization, and as such, getting the right personnel