Research: Macintosh as a "Brand Community"

[ggilor1]

Hello all,

I am a Sociology student at Concordia University in Montreal and I am currently doing a research project on Macintosh computers.

My project focuses on brand communities created around Apple and its Macintosh Computers. I am interested in researching why individuals relate so greatly to this particular brand and to other “cult” brands (i.e. Coca-Cola, Harley-Davidson...), and how these individuals manage to create a sense of communal bonding around a commodified entity.
Furthermore, I am also interested in drawing parallels on how brand-identification often reminds us of a cult-like phenomenon and/or an implicit religion.

As I am collecting data for a university project, I will need formal consent by members of this group to confirm that my presence here is okay. If there are any objections, please inform me.

As part of my project, I will be engaging in and also observing discussions within the macrumors.com message boards. Names will be kept confidential and only comments will be analyzed.

I am looking forward to your participation and interesting replies. Do not hesitate to contact me with questions, comments or suggestions.

[IntheNet]

My project focuses on brand communities created around Apple and its Macintosh Computers. I am interested in researching why individuals relate so greatly to this particular brand and to other “cult” brands (i.e. Coca-Cola, Harley-Davidson...), and how these individuals manage to create a sense of communal bonding around a commodified entity.

The Cult of Mac (http://www.cultofmac.com/) is good resource here, particularly back web articles. Additionally, As The Apple Turns (http://forums.atat.us/) should be helpful.

Furthermore, I am also interested in drawing parallels on how brand-identification often reminds us of a cult-like phenomenon and/or an implicit religion.

ggilor1: Strongly recommend you obtain a book entitled "The Macintosh Way," (1990) ISBN 0-06-097338-2, by Guy Kawasaki. Kawasaki was one of the Apple employees originally responsible for marketing the Macintosh in 1984 - a Mac Evangelist - and it will help your project.

I am a Sociology student at Concordia University in Montreal and I am currently doing a research project on Macintosh computers.

Montreal is a beautiful city, particularly old part of city along St. Lawrence, as is McGill University. Not so familiar with Concordia U or Loyola campus on west end. Nonetheless, enjoyed the city...

[ggilor1]

IntheNet,

Thank you very much for the suggestions. I was not familiar with these websites.

Macrumors.com was suggested to me by a member of a Facebook group called "Apple Students".

As for Concordia U, it is located in the downtown area. McGill and Concordia are the only two English-speaking universities in Montreal. The Loyola Campus of Concordia is located in a neighbourhood called N.D.G. (Notre-Dame-de-Grace); as opposed to the Sir. George Williams Campus, it is not located downtown.

[McGiord]

www.cultofthecustomer.com

[ggilor1]

McGiord,

Thank you for the link.