A brand must use consumer participation to shape the fundamentals of what it offers people, and constantly keep up with changing needs. Brand and consumer must be on the same side and sometimes they are not. Services marketing is no longer about marketing to customers, it’s about engaging with and among customers. Discuss with reference to brand communities.

This is an essay based on scholarly journal article research, theory and critical evaluation/synthesis (not mere description). You must support your answer with a minimum of 6 journal articles (can be peer reviewed or otherwise but must be from sources classified as Journals). The essays upper word limit is 2,500 words. There is no minimum word limit. The upper word limit is strict. NB. The word limit does not include; title page/cover page, sub-headings, reference list (it does include in-text citations), appendix.

Notes:

A minimum of 6 journal articles.
Full Harvard author-date referencing is required (in-text citations, and reference list).
Brand examples may be discussed, but only if they are cited within the content of the journal articles that have been selected for use. Personal and subjective examples may not be used.
Exceeding the word limit will lead to a deduction of 10/100 marks.