Brand Network Communities: Leveraging Brand Relationships Within the Supply-Chain

Matthew Hawkins ()
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Matthew Hawkins: ICN Business School, CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine

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Abstract: Forming and managing a brand community is now a common marketing strategy for brands looking to increase consumer commitment and financial performance. Despite the advantages of having a strong brand community, brand community management is traditionally directed towards the consumer or end-user. The purpose of this paper is to argue brand communities can and should be formed within a brand's entire network or supply-chain. Brand network community marketing is a user-centric marketing perspective. It purposefully encourages and supports the formation of brand communities with brand users regardless of their location within the supply-chain. In order to develop a brand community within a brand's network four activities to focus on are offered. The article concludes by discussing the implications of this work and offering avenues for future research.

Keywords: brand community; brand network community; supply-chain; marketing strategy; branding (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (1)

Published in Journal of Brand Management, 2017, 24 (6), pp.516-521. ⟨10.1057/s41262-017-0041-9⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01768894

DOI: 10.1057/s41262-017-0041-9

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