1Building Brand Communities

This paper will explore the characteristics of “brand communities ” — products and services that inspire strong loyalty, powerful emotional responses and a sense of community among customers. In recent years, we have seen the importance of branding as a strategy for business growth and development. Much has been written and researched on the concept of branding and its practical application for business success. Brands that are particularly successful seem to enjoy a strong, loyal base of customers that interact with one another and the company. These active groups have become known as brand communities. Research to define and better understand brand communities has begun. In particular, the seminal work of Muniz and O’Guinn (2001) stands out in the field. This paper will examine the relevant research to date along with highlighting some current examples of brand communities in action. The primary goal is to provide a comprehensive overview of brand communities and the strategies used to construct them. The key objectives for the paper include: • Define the concept of brand community and provide examples