Brand Management: Research, theory and practice

Can all brands attract communities?

Brand communities tend to evolve around brands with a long and interesting
history, high-involvement products, brands threatened by competition, expensive
brands or brands with considerable maintenance costs. There is also the ‘nerd’
factor; very technical and complicated products also have the potential for
attracting communities.
Cars and motor cycle brands often attract communities. Especially iconic
brands, representing a certain lifestyle (Harley-Davidson, Chrysler Jeeps) have
the potential for very strong communities and these brands can use the commu-
nities as an important part of brand ethos. Computers and gadgets also seem to
attract communities. ‘Helping each other out’ is a big part of community
building and is a very good reason for joining both a car/motorcycle as well as a
computer brand community. The threatening competition factor is important for
the many Apple Macintosh enthusiasts. Here, the brand community has an
almost idealistic tone as its identity is in many ways defined in opposition to
Microsoft. The ‘nerd’ factor is evident in the case of some of the community
brands, as for example Linux.
Cultural brands^6 also attract communities. Movies like Star Warsand popular
television shows also have brand community appeal. It is, however, important not
to delimit oneself from the benefits of a vibrant brand community if your brand
does not match these characteristics. More and more fast-moving consumer goods
(FMCGs) have proved to be very successful in engaging their consumers in
vibrant brand communities.

Brandfest Community website

Co-created brand meaning

Figure 9.9The marketer as facilitator of a brand community

The community approach 201