Case Study Parrot Head

Topics: Brand, Jimmy Buffett, Brand management Pages: 4 (708 words) Published: October 18, 2014


Marketing 310
September 11th, 2014
Parrot Heads Unite Research Paper

How can we consider Jimmy Buffet as members of a reference group? A brand community. The definition of a reference group is the people of whose attitudes, behavior, beliefs, opinions, preferences, and values are used by an individual as the basis for his or her judgment. One does not have to be (or even aspire to be) a member of a reference group to be negatively or positively influenced by its characteristics. Jimmy Buffet fans are a part of reference group because they each relate to each other with similar beliefs and behaviors and all have a common bond in following the music of Jimmy Buffet and follow the themes of the fan base similar to dead heads (Grateful Dead). It seem that this reference group aka parrot heads are also part of a nerd group by themselves. Parrot heads is also a humanitarian group and has over 200 different clubs and volunteer groups and charitable events for communities for a charity. This reference group not\only attends Jimmy Buffet concerts but they also are part of huge tailgating party that likes to dress up in tropical outfits and like to drink and pass around blow up dolls filled with alcohol and have fun and escape from their daily nerdy lives. Jimmy Buffet music was big in the late 70’s but his following has become even much bigger today and multi-generational and is not uncommon to see a parent attending this events with one of his adult siblings partaking in the festivities. A brand community is a community or a company to express shared interest in a particular product or “brand”. In the case of Jimmy Buffet the brand name is Margaritaville from his hit song back in 1977. This brand has gone far beyond selling T shirts and posters but has become a major multi- million dollar business and his branding ranges from a wide range from clothing to casinos and everything in between. I personally am not a parrot head or have been to a one of his concerts...

References: Consumer Behavior: Buying, Having, Being (10th ed.). (2013). Saddle River, NJ: Michael R. Soloman.
Reference Group Definition - Sociology. (n.d.). Retrieved from http://sociology.about.com/od/R_Index/g/Reference-Group.htm
What Is a Brand Community? (n.d.). Retrieved from http://www.wisegeek.com/what-is-a-brand-community.htm
Margaritaville: A Brand Anything But Wasting Away | Beneath the Brand. (n.d.). Retrieved from http://www.talentzoo.com/beneath-the-brand/blog_news.php?articleID=15368
Parrot Heads in Paradise Inc. (n.d.). Retrieved from http://www.phip.com/
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