Brand tribe
A brand tribe is a group of people who share an affinity with a brand or with practices and meanings related to it. It may have relationships and dynamics that the company does not organise
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
Its members do not necessarily buy, participate or express that affinity in the same way. For the brand, the relationship requires listening and respecting the group's autonomy. A community should not be treated as a promotional channel under the company's control or as a guarantee of unconditional support.
Also known as
brand community, consumer tribe
Topics