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Marketing Strategy Of A Brand Community - 1800 Words

With the advancement of consumer society , the marketers in industries from packaged goods to industrial equipment are busy trying to build communities around their own brands.Brand community is a marketing strategy which serves a brand. Brand community is the term social scientists use to describe likeminded consumers who identify with a particular brand and share significant traits. HarleyDavidson’s turnaround success was the strategic decision to become the one motorcycle company that truly represented the Brotherhood. A company that went out into the riding community to understand the needs of real bikers and the lifestyles they lived. According to Cohen brand communities operate very much as symbolic Constructions which is†¦show more content†¦The brand community is like a social category consisting of consumers who feel united by a common affiliation to brands. On the other hand consumer tribes are like the action sets where specific groupbased interactions take place, including those that take place within brand communities (e.g. forums and club meets). There is a difference between brand followers (or enthusiasts) and a brand community. The difference lies between affiliation with a brand (i.e. the brand enthusiast) and affiliation with a community of fellow brand enthusiasts (i.e. the brand community). Muniz and O’Guinn define a brand community as ‘‘a specialized, nongeographically bound community based on a structured set of social relations among admirers of a brand’’. The definition given by Cova and Pace states that brand communities are not necessarily about social relations or even feelings of community, but a sense of collective affiliation and ownership over shared cultural elements, regardless of whether communal interactions are enacted or collectivity imagined. Attempts are also made by the analysts to identify the unique properties of brand communities so as to separate them from other types of social figurations. According to Muniz and O’Guinn. the first characteristic is acceptance of mainstream ideology. E.g. Harley Davidson enthusiasts. Second characteristic is resistance to the mainstream. The third characteristic is the way in which members exhibit self awareness and awareness of their

Organizational Behavior Discussion Questions free essay sample

How much of Trader Joes’ success can be attributed to the fact that most larger chain grocery stores do not sell the type of food available at Trader Joe’s? This can partially be attributed to their success. The case study focused more on the staff of Trader Joes and their positive work environment adding to the overall customer service experience that has become as strong element of Trader Joe’s success. The opening of the case study even suggests that most customers can’t complete their shopping list at Trader Joes but still leave the store â€Å"satisfied. † 2. Is pay enough of an incentive to continue at a job you do not enjoy? No, pay is not enough incentive to continue at a job you do not enjoy. Pay is only one factor that works in conjunction with many other factors to determine whether or not a person is motivated enough to continue on at a job that they do not enjoy, or even at a job that they do enjoy. We will write a custom essay sample on Organizational Behavior Discussion Questions or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Motivation is a key element in job satisfaction. Without the motivating stimulus of hygiene factors other than salary, or a combination of other motivators there would be very little incentive to continue on at a job a person does not enjoy. . Trader Joe’s promotes entirely from within the organization. This means that if you are a good, dedicated worker, you can rise up within the company. Do you feel employees would be as dedicated to the company if this were not the case? Would high pay be enough to keep employees? What if the company only promoted from within but pay were not as good? Internal promotion is definitely a motivating factor within any business. The potential for advancement is a key motivating factor. Working for a company that exclusively promotes from within creates dedication and loyalty among workers at every level within the organization. No, I do not think that high pay would be enough to keep employees. Without promotion and increased responsibilities the tendency for employees to become bored and disenfranchised with a job position increases. If the company only promoted from within but the pay were not as good, there would be less motivation but as long as the promotions came with increased pay the motivation/dedication/loyalty would still be there but at a much less significant level.

Forensics Psychology Essays - Pseudoscience, Polygraph, Polygraphy

Forensics Psychology Polygraph The validity of a polygraph test's have always been controversial due to many uncounted factors involved with the test. I believe that this test should be used in the court because it is helpful but, this test should not be the only factor used to determined if one is innocent or guilty. The polygraph measures one's blood pressure, pulse, respiration, and skin conductivity all these factors can be shaped. When one lies one tends to get nervous, anxious, scared sweaty and their heart races. So the test can show all of those and how they react to certain questions.This test might not be effective on some people due to their own qualities. Some people have learned to not get anxious or remain calm when telling a lie so the test might not work on them. Research shows that some people can even convince themselves a lie is true to the point when they take the test it comes up as true also. Some people are also super nervous to begin with and get nervous from the very start. Feeling li ke even telling the truth the can be nervous and uneased. This is where the controversy begins and it's understandable as to why this test should not be in court rooms. The psychological portion of this is where the polygraph is not connected to one's brain hence not knowing if one is truly lying. The polygraph is not detecting ones lies but detecting one's physiological responses. The military even has banned the polygraph test due to many false accusations. Determining whether one is guilty or not cannot be based upon the polygraph test. There have been several countermeasures on how to pass the polygraph test. Aldrich Ames committed espionage against the U.S. for the soviet union. He explains how he passed the lie detector test "Get a good night's sleep, and rest, and go into the test rested and relaxed. Be nice to the polygraph examiner, develop a rapport, and be cooperative and try to maintain your calm There's no special magic....Confidence is what does it. Confidence and a fr iendly relationship with the examiner...rapport, where you smile and you make him think that you like him". He passed the test, this shows how simple it was for him to pass the test. This test can be faked very simply with practice and training. In court there is a lot of preparation on what to say and how to say things in front of the judge. So there may also be training in how to pass the polygraph exam. So the validity of this test is not always accurate and cannot be the determination if one is innocent or guilty.

Why You Cant Market A Book Youre Not 100% Proud Of An Interview

Why You Cant Market A Book Youre Not 100% Proud Of An Interview "You can’t market a book that you’re not 100% proud of" - An Interview with ex-SS editor Kiele Raymond As the Reedsy marketplace keeps growing and welcoming exceptional designers and editors, we wanted to interview one of our early â€Å"stars†, as her story is one that many East Coast editors can refer to.After five years honing her editorial skills at Simon Schuster and contributing to multiple New York Times bestsellers, Kiele Raymond eventually left traditional publishing to focus on what really matters: great content. As an editorial consultant on the beautiful New Hampshire seacoast, she helps authors fine tune their voice with detailed and constructive criticism, and especially loves working on suspense, historical and contemporary fiction, and memoir with an ethnographic twist.We’ll discuss editing careers, what â€Å"developmental editing† actually means, as well as give advice to starting authors or your editors out there.Hi Kiele, good to have you here. I really like your story because I think it’s one that many of our editors on Reedsy can rela te to: you previously worked in-house for Simon and Schuster and are now freelance and focusing on developmental editing (or editorial assessments). Did you find that this is what you were most skilled at during your time at SS?I’ll always be grateful that my publishing career started at SS because they’ve built such a strong and collaborative community of editors. From the very beginning, I was able to study the craft under the very best in the business. It’s true that the editorial department shoulders a lot of responsibility in traditional publishing. On top of acquiring impactful content and making sure each final manuscript is the best version of itself, they’re constantly advocating for their list when it comes to marketing, publicity, cover design, back cover copy, and sales placement. In fact, most actual editorial work (reading, content and line edits) happens at night or over the weekend. It’s a 24/7 kind of job – some of my very b est friends are still hustling down there in NYC and I could not admire them more.But yes, I think most book editors enter the fray because they are first and foremost passionate about developing great writing. It was certainly always my primary goal to cultivate a keen editorial eye and help authors maximize their potential. Luckily, in my new role as editorial consultant, that’s exactly where my focus lies.Do you think that developmental editing or content editing has surged in prominence since self-publishing has become more popular?Yes – I do think that self-published authors are more and more cognizant of the innumerable benefits of involving a professional. It’s also helpful that it’s getting so much easier to find us. Just a few years ago, first-time authors were hard pressed to find someone who had been in the trenches of traditional publishing. Now there are multiple avenues.I’ve seen several authors in your testimonials mention that your work was almost â€Å"intuitive†. How big is the role of intuition in an editorial consultant’s job, in your opinion? And how could starting editors develop their content editing skills?Well, I do think that a huge part of editing is the ability to listen very carefully to the author’s voice. At the end of the day, it’s their story. If something’s not working, I don’t immediately go for the cut. I figure out what they’re trying to say in that moment and work with them to make sure it has the effect they intended. It’s a little like acting – you need to inhabit the character but also bring your own experience to the table. This is especially important to me when I’m working on memoirs.Advice for future editors? Read voraciously. You can’t become fluent in storytelling if you’re not constantly studying a wide range of material. Like many of my colleagues, I majored in English Literature. It was a great introduction to the literary canon, but by the time I graduated I was woefully behind in all things contemporary. I spent many sleepless nights catching up. Like any industry, if you want to do well in the marketplace you have to know what you’re up against.Are there any differences in working with an independent/hybrid author? Does the absence of a traditional publishing structure change the way you communicate with the author?When it comes to developmental editing, my job remains largely the same. I do everything I can to make the book better. Some manuscripts do need more grunt work than others, but I’ve found that it varies just as much outside of traditional publishing as it does inside. I’ve also been lucky to consistently work with authors that are extremely open to constructive criticism. It’s always gratifying – and often surprising – to see how they incorporate my notes into the next draft.Do you still have contact with agents sin ce you left Simon   Schuster? What do you think the role of agents can be for indie authors?Yes – I also still have very close friends on the agenting side. There’s always a strong bond formed between junior agents and editors as they climb the ladder together. I do know a few agents who make it their business to seek new talent in the self-publishing community. For instance, Sempre is a book I edited at Gallery that was originally an indie bestseller before an agent snapped it up and brought it to us. I think some indie authors still harbor ambitions to see their book sold nationally in print. Agents can help them make that happen.Are there any books in your portfolio that you especially enjoyed working on?An impossible question! I will say there are a few â€Å"firsts† that hold a special place in my heart. Bruce by Peter Ames Carlin and The Girls of Atomic City by Denise Kiernan were the first books I worked on that became New York Times bestsellers. It doe sn’t hurt that both authors are great talents and great humans.I also have to give a shout out to my first acquisition – Behind the Gates of Gomorrah by Steve Seager. It’s an unbelievable story. Here’s a feature in the New York Times.In an increasingly competitive publishing landscape, what might your recommendation be for authors deciding on how to divide their budgets between editorial work and marketing?I actually got my start at SS as an intern in the marketing department in 2009 and I still write reading group guides for their book club outreach campaigns. I think both editorial and marketing professionals can wholeheartedly agree that you can’t market a book that you’re not 100% proud of. Luckily, editorial budgets can be fixed. Find an editor you trust, listen to them, and do the hard work. When you’re done, be very honest with yourself about your ideal reader and target those markets. If your book has legs, your audience will do the work for you.When I work on a book, I don’t just improve the writing until it reaches a certain standard of professionalism. I impart any and all knowledge (marketing and other) that will help the author feel equipped to send their book into the world.You are a Reedsy editor:  how important do you think it is for quality freelancers to regroup in curated communities? What is your personal goal in joining them?I think it’s vitally important for authors to have access to professionals they can trust without having to rely on the big five. Organizations like Reedsy and NY Book Editors are doing the work to make those connections by recruiting tried and true editors that are excited to offer support to authors outside the relatively insulated New York network. In turn, I’m able to work with clients that I know are as invested as I am in creating great books.Finally, if you had one word of advice for authors (mainstream, indie, hybrid) in 2015, what would it be?Listen to your editor, but trust yourself. I’ve seen the most elegant solutions come from authors who took my note and then made it their own.Learn more about the differences between  developmental editing,  copy editing and  editorial assessments through these links.What’s been your personal experience with developmental editors? Do you think regrouping in curated communities is important for freelance publishing professionals? Is editing more important than marketing? Do leave us your insights in the comments below!

Assignment 2 Essay Example | Topics and Well Written Essays - 500 words - 5

Assignment 2 - Essay Example In addition, as the world’s demand continues to rise, a lot still has to be done on mismanagement of some resources. People often take for granted free energy resources like wind, water and solar energy. If they increase utilizing this forms of energy that are renewable, then they would not have a bigger problem in the future. There is a possibility of the world meeting its rising demand for energy if it only used its resources wisely. Furthermore, this speaker adds that part of the world’s energy problem could be solved by having good world governance. By having a good world governance, the world would be avoiding an energy crisis in the future by avoiding some countries from taking all of the available resources for themselves. In relation to Tom Burke in video 1, the planet cannot have shortage of energy and is able to provide energy for its current population and even supply the future population. This can be achieved by using the necessary resources to utilize energy resources that had not been utilized fully, for example, water, wind and solar energy. The world is able to cope with its energy supply only if it would avail the necessary capital, political and technology know how towards increasing its energy production. In accordance to Malcolm Wicks in video 1, in as much as population growth in the western world is decreasing, still energy demand is increasing. As the population becomes more affluent and more educated, there energy demand tends to increase. Therefore, this speaker implies that population increase might be a direct factor on energy demand in some cases. In relation to video 2, Professor Al Bartlett discusses about energy use in relation to population. The video starts with a question posed to him if energy is the world’s number one problem. The speaker on answering twists the question and supports the notion that population is indeed the world’s greatest challenge. He emphasizes that population plays a

Is China a 'rule maker' or a 'rule taker' in the international system Essay

Is China a 'rule maker' or a 'rule taker' in the international system - Essay Example Such a multi-stakeholder system is classified by an increasingly liberal multilateral order and increasingly flexible attitude toward the sovereignty of the state. The perception that China has served as a rule-taker for a long time but is now undergoing a radical transformation to become a rule-maker that is making new game rules in favor of its national interests, is commonly help by both realists and neoliberals. â€Å"A more powerful China, the thinking goes, is likely to promote a statist and more hierarchical brand of international governance that is inconsistent with the open, multilateral governance architecture that has emerged and developed since the end of World War II under American and European guidance† (Kennedy and Cheng, 2012, p. 9). Transformation in China’s foreign policy since the mid-20th century In the Mao Era between 1949 and 1978, there was a fundamental opposition of China to the global architecture that was derided as the capitalist West’ s puppet. However, since the early 1980s, integration of China into the different regimes of the international system improved rapidly. ... enge the traditional regimes, though as soon as China gets in a more powerful position, it would inevitably reshape the international institutions and norms to suit its own preferences. Therefore, the engagement and compliance presently shown by China toward the international order cannot be thought of as long-lasting. â€Å"Since the 1990s China sought to improve relations with as many of its neighbors as possible, including settling leftover border disputes with the former Soviet Union† (Lanteigne, 2013, p. 3). The longevity of China’s global engagement There is a lot of subjectivity about goals and course in the recent foreign policy of China (Sutter, 2012, p. 3). The global engagement of China is not as temporal as it is perceived to be by some, and there are numerous reasons for that; firstly, in spite of the fact that the current international system was not invented by China, it is consistent with the interests of China in different ways. China has increased its military and economic power substantially within the current order’s context. Secondly, people and institutions that have more political and economic strength in China have taken advantage of the engagement of China in the present international system. China would continue favoring the status quo till the time these institutions are in power in China and the ruling elite favors them. Thirdly, over the passage of time, China has become so deeply grounded in the international order that outright opposition or disengagement is very difficult to achieve. A lot of Chinese companies have started to integrate into the networks of production on a global scale, and depend upon growing such linkages in order to survive and expand. The government of China has made a formal pledge to comply with numerous treaties