A brand tribe is a concept in marketing that refers to ephemeral groups that enable connections among consumers sharing passions or interests.[1][2] A brand tribe is part of a tribal marketing strategy fostering engagement among consumers, as opposed to emphasizing the functionality of products and services.[3]

Description

The concept of brand tribes or consumer tribes in marketing refers to the development of consumer-to-consumer engagement through the emergence of neo-tribal values such as rituality and group locality. A brand tribe differs from a brand community in which tribes lack long-term commitment to the group, and do not locate their socialization around a single brand.[4] The notion of consumer tribe refers to a multiplicity of commercial and non-commercial social groupings, characterized as impermanent, fluid, and ephemeral.[2]

Limitations

Much in this area is still under-theorised. Academics have explored and discussed the degree of connectedness between consumers and brands and the implications for post-modern organisations and consumption.[5]

Mark Lovick was first to invent the Tribal Marketing concept in 1984, for Coca-Cola International, while working as a Copywriter for USA Advertising Agency, McCann-Erickson, Sydney, Australia. The Concept was Pitched in New York City, March 1985, to the, then President & CEO, Roberto Goizueta, at a Worldwide Conference, held at Radio City Music Hall. The slogan "Brands have Tribes, Tribes have Brands" was later coined by Mark Lovick (C) copyright 1985. Also, the Theory/Idea was later Registered at the USA Copyright Office in 1986, as a Concept for a TV Documentary Series, with Kings Road Entertainment of New York & Los Angeles.

References

  1. ↑ Goulding, Christina; Shankar, Avi; Canniford, Robin (2013-01-01). "Learning to be tribal: facilitating the formation of consumer tribes". European Journal of Marketing. 47 (5/6): 813–832. doi:10.1108/03090561311306886. ISSN 0309-0566.
  2. 1 2 Diaz Ruiz, Carlos A.; Penaloza, Lisa; Holmqvist, Jonas (January 1, 2020). "Assembling tribes: An assemblage thinking approach to the dynamics of ephemerality within consumer tribes". European Journal of Marketing. 54 (5): 999–1024. doi:10.1108/EJM-08-2018-0565. S2CID 216399732 – via Emerald Insight.
  3. ↑ Cova, Bernard; Cova, Véronique (2002-01-01). "Tribal marketing: The tribalisation of society and its impact on the conduct of marketing". European Journal of Marketing. 36 (5/6): 595–620. doi:10.1108/03090560210423023. ISSN 0309-0566.
  4. ↑ Canniford, Robin (2011-12-01). "How to manage consumer tribes". Journal of Strategic Marketing. 19 (7): 591–606. doi:10.1080/0965254X.2011.599496. ISSN 0965-254X. S2CID 167613824.
  5. ↑ Kozinets, Robert V. & Jay M. Handelman (2004) “Adversaries of Consumption: Consumer Movements, Activism, Ideology,” Journal of Consumer Research, 31 (3), 691-704.
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