Brand community
A brand community brings together people who share interests, experiences or ties around a brand
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It can develop in digital and physical spaces, with varying degrees of involvement from the company. Its value depends on participation and on its usefulness to members. Having followers on a social network does not mean an active community exists.
Topics
Variants and linked concepts
- Brand tribe. So-called brand tribes describe groups with affinity and shared practices. Belonging does not necessarily mean buying.