Brand Community

Introduction
A community is made up of its member entities and the relationships among them. Communities tend to be identified based on commonality or identification among their members, whether a neighborhood, an occupation, a leisure pursuit, or devotion to a brand. Through communities, people share essential resources that may be cognitive, emotional, or material in nature.
Brand communities are communities whose primary bases of identification are either brands or consumption activities, that is, whose meaningfulness is negotiated through the symbolism of the marketplace.

Definition

“A brand community is a specialized, non-geographically bound community, based on a structured set of social relationships among admirers of a brand.” It, like other communities, is characterized by qualities like a shared consciousness, rituals and traditions, and a sense of moral responsibility. However, as it is centered around a branded good or service, everything is situated within a ...