A brand community is a community

Community

The term community has two distinct meanings:*a group of interacting people, possibly living in close proximity, and often refers to a group that shares some common values, and is attributed with social cohesion within a shared geographical location, generally in social units larger than a household...

 formed on the basis of attachment to a product

Product (business)

In general, the product is defined as a "thing produced by labor or effort" or the "result of an act or a process", and stems from the verb produce, from the Latin prōdūce ' lead or bring forth'. Since 1575, the word "product" has referred to anything produced...

 or marque. Recent developments in marketing

Marketing

Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...

 and in research in consumer behavior result in stressing the connection between brand

Brand

The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."...

, individual identity and culture

Culture

Culture is a term that has many different inter-related meanings. For example, in 1952, Alfred Kroeber and Clyde Kluckhohn compiled a list of 164 definitions of "culture" in Culture: A Critical Review of Concepts and Definitions...

. Among the concepts developed to explain the behavior of consumers, the concept of a brand community focuses on the connections between consumers. A brand community can be defined as an enduring self-selected group of actors sharing a system of values, standards and representations (a culture) and recognizing bonds of membership with each other and with the whole. Brand communities are characterized in shared consciousness, rituals and traditions, and a sense of moral responsibility.

The term "brand community" was first presented by Albert Muniz Jr. and Thomas C. O'Guinn in a 1995 paper for the Association for Consumer Research Annual Conference in Minneapolis, MN

Minnesota

Minnesota is a U.S. state located in the Midwestern United States. The twelfth largest state of the U.S., it is the twenty-first most populous, with 5.3 million residents. Minnesota was carved out of the eastern half of the Minnesota Territory and admitted to the Union as the thirty-second state...

. In a 2001 article titled " Brand Community", published in the Journal of Consumer Research (SSCI), they defined the concept as "a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand." This 2001 paper recently has been acknowledged by Thomson Scientific & Healthcare

Thomson Scientific & Healthcare

Thomson Scientific & Healthcare was a division of the Thomson Corporation until 2006.The division then split into two new divisions: Thomson Scientific and Thomson Healthcare.-External links:***...

 to be one of the most cited papers in the field of economics

Economics

Economics is the social science that analyzes the production, distribution, and consumption of goods and services. The term economics comes from the Ancient Greek from + , hence "rules of the house"...

 and business

Business

A business is an organization engaged in the trade of goods, services, or both to consumers. Businesses are predominant in capitalist economies, where most of them are privately owned and administered to earn profit to increase the wealth of their owners. Businesses may also be not-for-profit...

.

Many brands provide examples of brand communities. In computers and electronics: Apple Inc. (Macintosh

Macintosh

The Macintosh , or Mac, is a series of several lines of personal computers designed, developed, and marketed by Apple Inc. The first Macintosh was introduced by Apple's then-chairman Steve Jobs on January 24, 1984; it was the first commercially successful personal computer to feature a mouse and a...

, iPod

IPod

iPod is a line of portable media players created and marketed by Apple Inc. The product line-up currently consists of the hard drive-based iPod Classic, the touchscreen iPod Touch, the compact iPod Nano, and the ultra-compact iPod Shuffle...

, iPhone

IPhone

The iPhone is a line of Internet and multimedia-enabled smartphones marketed by Apple Inc. The first iPhone was unveiled by Steve Jobs, then CEO of Apple, on January 9, 2007, and released on June 29, 2007...

), Holga

Holga

The Holga is a medium format 120 film toy camera, made in China, known for its low-fidelity aesthetic.The Holga's low-cost construction and simple meniscus lens often yields pictures that display vignetting, blur, light leaks, and other distortions...

 and LOMO

LOMO

LOMO or Leningrad Optical Mechanical Amalgamation is a manufacturer of advanced optical instruments, medical equipment, consumer still and movie cameras, projectors, lenses, film editors, splicers, professional sound recorders for motion-picture production based in St. Petersburg, Russia...

 cameras, and Palm

Palm (PDA)

Palm handhelds were Personal Digital Assistants which ran the Palm OS. Palm devices have evolved from handhelds to smartphones which run Palm OS, WebOS, and Windows Mobile...

 and Pocket PC

Pocket PC

A Pocket PC is also known by Microsoft as a 'Windows Mobile Classic device'. It is a hardware specification for a handheld-sized computer, personal digital assistant , that runs the Microsoft 'Windows Mobile Classic' operating system...

 Ultra-Mobile PC

Ultra-Mobile PC

An ultra-mobile PC is a small form factor version of a pen computer, a class of laptop whose specifications were launched by Microsoft and Intel in spring 2006. Sony had already made a first attempt in this direction in 2004 with its Vaio U series, which was however only sold in Asia...

s. In vehicles: Ford Bronco

Ford Bronco

The Ford Bronco is a sport utility vehicle that was produced from 1966 to 1996, with five distinct generations. Broncos can be divided into two categories: early Broncos and full-size Broncos ....

, Jeep

Jeep

Jeep is an automobile marque of Chrysler . The first Willys Jeeps were produced in 1941 with the first civilian models in 1945, making it the oldest off-road vehicle and sport utility vehicle brand. It inspired a number of other light utility vehicles, such as the Land Rover which is the second...

, Miata

Mazda MX-5

The MX-5, also known as Miata in North America and Eunos Roadster in Japan, is a lightweight two-seater roadster, of front-engine, rear-wheel drive layout, built by Mazda in Hiroshima, Japan. The model was introduced in 1989 at the Chicago Auto Show...

, Mini

Mini

The Mini is a small car that was made by the British Motor Corporation and its successors from 1959 until 2000. The original is considered a British icon of the 1960s, and its space-saving front-wheel-drive layout influenced a generation of car-makers...

 Cooper, Saab

Saab

Saab AB is a Swedish aerospace and defence company, founded in 1937. From 1947 to 1990 it was the parent company of automobile manufacturer Saab Automobile, and between 1968 and 1995 the company was in a merger with commercial vehicle manufacturer Scania, known as Saab-Scania.-History:"Svenska...

, Saturn and Subaru

Subaru

; is the automobile manufacturing division of Japanese transportation conglomerate Fuji Heavy Industries .Subaru is internationally known for their use of the boxer engine layout popularized in cars by the Volkswagen Beetle and Porsche 911, in most of their vehicles above 1500 cc as well as...

 automobiles, and Royal Enfield

Royal Enfield

Royal Enfield was the name under which the Enfield Cycle Company made motorcycles, bicycles, lawnmowers and stationary engines. This legacy of weapons manufacture is reflected in the logo, a cannon, and their motto "Made like a gun, goes like a bullet". Use of the brand name Royal Enfield was...

 and Harley-Davidson

Harley-Davidson

Harley-Davidson , often abbreviated H-D or Harley, is an American motorcycle manufacturer. Founded in Milwaukee, Wisconsin, during the first decade of the 20th century, it was one of two major American motorcycle manufacturers to survive the Great Depression...

 motorcycles. In toys: Barbie

Barbie

Barbie is a fashion doll manufactured by the American toy-company Mattel, Inc. and launched in March 1959. American businesswoman Ruth Handler is credited with the creation of the doll using a German doll called Bild Lilli as her inspiration....

 and Lego

Lego

Lego is a line of construction toys manufactured by the Lego Group, a privately held company based in Billund, Denmark. The company's flagship product, Lego, consists of colorful interlocking plastic bricks and an accompanying array of gears, minifigures and various other parts...

.

External links

• Building Brand Communities - a slide show.
• Brand Communities: For the Love of Brands - A Brand Community White Paper.
• Nurturing a Natural Brand Community - A Harley-Davidson Case Study.
• Building Community Around a Commodity - A Duck Brand Duck Tape Case Study.
• Brand Communities, Marketing, and Media White Paper- Content Strategy for Maximizing Brand Attraction.
• ttp://www.bladecreativebranding.com/blade.html