Brand tribalism is a sociological concept enrooted in the idea that today’s consumers look for products that offer more than just quality and functionality by uniting people with each other. This research paper explains this concept by exploring the theoretical foundations of the term as well as its application to the marketing practice.
This work has two main objectives. The first is to provide solid theoretical information about the idea of brand tribalism including characteristics, structures and types of brand tribes. The second objective is to present how the concept of brand tribalism can be applied to the marketing management and how it affects customers. Furthermore, marketing activities of two companies present on the market will be researched in connection with the concept of brand tribalism.
Table of Contents
1. Introduction
1.1 Problem Statement and Research Objectives
1.2 Approach
2. Background
2.1 Terminology
2.2 Consumer tribes, brand tribes and brand communities
3. Brand Tribes' Characteristics
4. Types of Brand Tribes
5. Relationships in the brand tribalism
5.1 Relationship between the consumer and the brand
5.2 Relationships between the customers
6. Application in the marketing practice
6.1 Application of the concept to the marketing management ...
6.2 Advantages and disadvantages of tribal marketing
7. State of the Art
7.1 Research Findings on Brand Tribalism
7.2 Best Practice Example
7.3 Application of Brand Tribalism and Tribal Marketing by Forty Agency
8. Conclusion
8.1 Summary and Discussion of Findings
8.2 Limitations
8.3 Outlook and Implications for Future Research
9. Bibliography
Appendix
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