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Brand Tribalism
A brand tribe is a concept in marketing that refers to ephemeral groups that enable connections among consumers sharing passions or interests. A brand tribe is part of a tribal marketing strategy fostering engagement among consumers, as opposed to emphasizing the functionality of products and services. Origin The concept of brand tribes or consumer brands originates in the sociological theory on neotribalism proposed by Michel Maffesoli. The neo-tribalism theory posits that people evolved to live in a tribe-like society and thus form social networks that resemble those of a tribe. Description The concept of brand tribes or consumer tribes in marketing refers to the development of consumer-to-consumer engagement through the emergence of neo-tribal values such as rituality and group locality. A brand tribe differs from a brand community in which tribes lack long-term commitment to the group, and do not locate their socialization around a single brand. The notion of consumer tribe ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Marketing
Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emphasize in advertising; operation of advertising campaigns; attendance at trade shows and public events; design of products and packaging attractive to buyers; defining the terms of sale, such as price, discounts, warranty, and return policy; product placement in media or with people believed to influence the buying habits of others; agreements with retailers, wholesale distributors, or resellers; and attempts to create awareness of, loyalty to, and positive feelings about a brand. Marketing is typically done by the seller, typically a retailer or manufacturer. Sometimes tasks are contracted to a dedicated marketing firm or advertising agency. More rarely, a trade association or government agency (such as the Agricultural Marketing Serv ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Neotribalism
Neotribalism, also known as modern tribalism or new tribalism, is a sociological concept which postulates that human beings have evolved to live in tribal society, as opposed to mass society, and thus will naturally form social networks constituting new tribes. Sociological theory French sociologist Michel Maffesoli was perhaps the first to use the term ''neotribalism'' in a scholarly context in his 1988 book ''The Time of the Tribes''. Maffesoli predicted that as the culture and institutions of modernism declined, societies would embrace nostalgia and look to the organizational principles of the distant past for guidance, and that therefore the post-modern era would be the era of neotribalism. Work by researchers such as American political scientist Robert D. Putnam and a 2006 study by McPherson, Smith-Lovin and Brasiers published in the ''American Sociological Review'' seem to support at least the more moderate neotribalist arguments. The notion of neotribalism is used in ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Michel Maffesoli
Michel Maffesoli (born 14 November 1944) is a French sociologist. He is a former pupil of Gilbert Durand and Julien Freund, and an emeritus professor at Paris Descartes University. His work touches upon the issue of community links and the prevalence of "the imaginary" in the everyday life of contemporary societies, through which he contributes to the postmodern paradigm. Maffesoli has been a member of the Institut Universitaire de France since September 2008, following a controversial nomination. More generally, he has been the subject of several controversies, both scientific and professional, the most widely known of which concerns his supervision of the PhD dissertation of astrologer Élizabeth Teissier. Maffesoli was born in Graissessac, Hérault. Professional activities In 1972, Maffesoli was co-director the ESU urban sociology research team in Grenoble. He developed a reflection on space which he continued in his work on nomadism (''Du Nomadisme, Vagabondages ini ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Customer To Customer
Customer to customer (C2C or consumer to consumer) markets provide a way to allow customers to interact with each other. Traditional markets require business to customer relationships, in which a customer goes to the business in order to purchase a product or service. In customer to customer markets, the business facilitates an environment where customers can sell goods or services to each other. Other types of markets include Business-to-business, business to business (B2B) and Business-to-consumer, business to customer (B2C). Consumer to consumer (or citizen-to-citizen) electronic commerce involves the electronically facilitated transactions between consumers through some third party. A common example is an online auction, in which a consumer posts an item for sale and other consumers bid to purchase it; the third party generally charges a flat fee or Commission (remuneration), commission. The sites are only intermediaries, just there to match consumers. They do not have to ch ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Engagement Marketing
Engagement marketing, sometimes called "experiential marketing", "event marketing", "on-ground marketing", "live marketing", "participation marketing", "Loyalty Marketing", or "special events", is a marketing strategy that directly engages consumers and invites and encourages them to participate in the evolution of a brand or a brand experience. Rather than looking at consumers as passive receivers of messages, engagement marketers believe that consumers should be actively involved in the production and co-creation of marketing programs, developing a relationship with the brand. Consumer engagement is when a brand and a consumer connect. According to Brad Nierenberg, experiential marketing is the live, one-on-one interactions that allow consumers to create connections with brands. Consumers will continue to seek and demand one-on-one, shareable interaction with a brand. Virtual extension Experiential marketing is a growing trend which involves marketing a product or a service th ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Neotribalism
Neotribalism, also known as modern tribalism or new tribalism, is a sociological concept which postulates that human beings have evolved to live in tribal society, as opposed to mass society, and thus will naturally form social networks constituting new tribes. Sociological theory French sociologist Michel Maffesoli was perhaps the first to use the term ''neotribalism'' in a scholarly context in his 1988 book ''The Time of the Tribes''. Maffesoli predicted that as the culture and institutions of modernism declined, societies would embrace nostalgia and look to the organizational principles of the distant past for guidance, and that therefore the post-modern era would be the era of neotribalism. Work by researchers such as American political scientist Robert D. Putnam and a 2006 study by McPherson, Smith-Lovin and Brasiers published in the ''American Sociological Review'' seem to support at least the more moderate neotribalist arguments. The notion of neotribalism is used in ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Brand Community
A brand community is a concept in marketing and consumer research which postulates that human beings form communities on the basis of attachment to a brand or marque. A brand community refers to structured social relationships in which participants share admiration and connection of a brand that they experience through shared rituals, traditions and a sense of responsibility towards other members. The term often refers to the intersection between brand, individual identity and culture. Origin The term "brand community" was first presented by Albert Muniz Jr. and Thomas C. O'Guinn in a 1995 paper for the Association for Consumer Research Annual Conference in Minneapolis, MN. In a 2001 article titled " Brand Community", they defined the concept as "a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand." This 2001 paper recently has been acknowledged by Thomson Scientific & Healthcare to be one of the most cited ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Postmodernity
Postmodernity (post-modernity or the postmodern condition) is the economic or cultural state or condition of society which is said to exist ''after'' modernity. Some schools of thought hold that modernity ended in the late 20th century – in the 1980s or early 1990s – and that it was replaced by postmodernity, and still others would extend modernity to cover the developments denoted by postmodernity. The idea of the postmodern condition is sometimes characterized as a culture stripped of its capacity to function in any linear or autonomous state like regressive isolationism, as opposed to the progressive mind state of modernism. Postmodernity can mean a personal response to a postmodern society, the conditions in a society which make it postmodern or the state of being that is associated with a postmodern society as well as a historical epoch. In most contexts it should be distinguished from postmodernism, the adoption of postmodern philosophies or traits in the arts, culture ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Brand Management
In marketing, brand management begins with an analysis on how a brand is currently perceived in the market, proceeds to planning how the brand should be perceived if it is to achieve its objectives and continues with ensuring that the brand is perceived as planned and secures its objectives. Developing a good relationship with target markets is essential for brand management. Tangible elements of brand management include the product itself; its look, price, and packaging, etc. The intangible elements are the experiences that the target markets share with the brand, and also the relationships they have with the brand. A brand manager would oversee all aspects of the consumer's brand association as well as relationships with members of the supply chain. Definitions In 2001, Hislop defined branding as "the process of creating a relationship or a connection between a company's product and emotional perception of the customer for the purpose of generating segregation among competit ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Branding Terminology
Branding may refer to: Physical markings * Making a mark, typically by charring: ** Wood branding, permanently marking, by way of heat, typically of wood (also applied to plastic, cork, leather, etc.) ** Livestock branding, the marking of animals to indicate ownership such as ** Human branding, marking a human to show ownership of them, or other reasons *** Branding (BDSM), bonding of the partners and marking of a submissive ** Freeze branding, permanently marking by way of cold * Vehicle title branding, a permanent designation indicating that a vehicle has been "written off" Marketing * Brand, a name, logo, slogan, and/or design scheme associated with a product or service ** Branding (promotional), the distribution of merchandise with a brand name or symbol imprinted ** Brand management, the application of marketing techniques to a specific product, product line, or brand ** Employer branding, the application of brand management to recruitment marketing and internal brand ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
