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Brand Communities, Marketing, and Media - Terrella

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1 Page 1 Brand Communities, Marketing, and Media Copyright 2009 Terrella Media , Inc. ALL RIGHTS RESERVED Brand Communities, Marketing, and Media By David M. Kalman Summary: This white paper reviews the definition of Brand community and discusses how marketers can use branded Media to cultivate Brand communities for improved marketing effectiveness. Brand Community Defined Brand community is the term social scientists use to describe like-minded consumers who identify with a particular Brand and share significant traits, which researchers Thomas C. O Guinn and Albert Muniz describe as shared consciousness, rituals, traditions, and a sense of moral responsibility. 1 The researchers show that consumers may organize into these communities to share their experiences of a Brand .

Title: Brand Communities, Marketing, and Media Subject: Custom media strategy and brand communities Keywords: Brand community custom media magazines

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