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The IUP Journal of Brand Management : |
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Description |
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Vrooom…there goes a Harley Davidson… followed by 10 more such bikes….
Grrrrrr...a Jeep Cherokee swirls past the highway with four more in tow….
Hmmmm…there goes the vinyl record with such melodious tunes….
There is a common thread which runs across all of the above. They are all examples
of brand communities formed by people who just cannot stop loving their brands. The love
for a brand can get to such extreme where a consumer starts to connect to another
consumer in love with the brand. Hence, brand communities form where the members
share similar passion and intimacy with the brand and stay connected to each other. The
brand communities are like a mesh where the consumers take the onus to enrich the brand
and add a certain value that even the marketers cannot offer. With the formation of such
closed groups, the task for the marketers gets increased twofold:
- To keep the consumer base intact and sustain their interest; and
- To find newer offerings of the brand
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