Lego Branding Community Essay

Online communities are becoming places of belonging, information, and stirred up support that people cannot do with aside. These companionable groups have a genuine existence for their participants, and thus have consequential effects on much aspects of behaviour. This article examines corporal nurse humanity and say-so in an online grade company. It presents the main features of an online bell ringer residential district, the branch of value co-creation, and motivators for participating in online tag communities. These key factors jointly characterize collective value creation and empowerment. This netnographic theatre focuses on an online bulls eye community called BrickBuilders, which is a meeting place for LEGO peeers in Finland. BrickBuilders members feel a sense of belonging, they share similar motivations, and they raise value together. IntroductionA stain community can be organize by any group of people who share a leafy vegetable interest in a specifi c brand and who create a parallel social universe rife with its own myths, values, rituals, vocabulary, and hierarchy (Muniz and OGuinn, 2001 Cova and Pace, 2006). Brand communities become more than a place. They become a vulgar understanding of a shared identity, which can be found in both face-to-face interactions and in cyberspace (Muniz and OGuinn, 2001).Analysts no thirster question whether the concept of community should have a place in the domain of marketing (Cova and Pace, 2006). However, the concepts of brand community and online brand community are relatively new and have yet to find their place in the academic world.Traditionally, companies produced products relatively independently. Today, consumers and other stakeholders can create value more collectively. The purpose of this article is to describe and analyze collective value creation and empowerment in an online brand community.Main Features of Online Brand CommunitiesMuniz and OGuinn (2001) apply three constructs to identify the distinguishing features of brand communities. First, a sense of belonging is a connection that members feel toward one another and the collective sense of dispute from others outside of the community.The second feature is the presence of shared rituals and traditions that surround the brand. Rituals and traditions bear on the communitys shared history, culture, and consciousness. Traditions involve certain behavioural norms and values.The three feature is a sense of moral responsibility, which is a felt sense of duty or obligation to the community. The sense of moral responsibility is what produces collective action.Heinonen and Halonen (2007) have identified motivators for online brand community activities. Members want to belong to something, build and strengthen their identities, get feedback from others, and create something new.The Process of Collective Value realitySchau and colleagues (2009) have identified the process of value co-creation in online bran d communities. The process consists of four thematic practices, which are social networking, impression management, community engagement, and brand use.Social networking is a practice that focuses on creating, enhancing, and sustaining ties among brand community members. These allow in welcoming, empathizing, and governing. These practices operate primarily in the intangible domain of the emotions and reenforce the social or moral bonds within the community.Impression management includes evangelizing and justifying. Online brand community members act as altruistic emissaries and ambassadors of good will. Members devote time and cause to the brand, share the news of the brand, and inspire others to participate in the community.Community-engagement practices are those that reinforce members escalating engagement with the brand community. These include staking, milestoning, badging, and documenting. Staking, milestoning, and badging mean that community members bring out brand experi ences and proclaim openly that they are fans of a particular brand. Documenting occurs when brand community members construct a narrative of their brand experiences.Brand-use practices are specifically related to improved or enhanced use of the focal brand. These include grooming, customizing, and commoditizing. Grooming means that members share, for example, homemade tools and advice. Customizing means modifying existing ideas and discovering new ideas, which closure in customized products. Commoditizing means that members rant or chastise some products, scarce at the same time, they have new ideas on how those products could be developed. deduction of the Theoretical FrameworkThe main features of online brand communities, value co-creation, and motivators for participating in online brand communities (Heinonen and Halonen, 2007 Kozinets, 2010 Muniz and OGuinn, 2001 Schau et al., 2009) are the key factors that jointly realized in various combinations characterize collective val ue creation and empowerment in an online brand community. The collective value creation and empowerment in the online brand community may occur when its members have a sense of belonging, they create value together, and they have similar motives.The collective value creation and empowerment of the online brand community allows mutual interaction between the online brand community and the company as well as other stakeholders. Companies have an fortune to communicate with consumers and influence their opinions (Kozinets, 2010) and vice-versa. We have moved away from one-way minutes to a relationship-based interaction model that emphasizes consumers and other stakeholders roles in networks and communities.