Brand network communities: Leveraging brand relationships within the supply-chain. Issue 6 (November 2017)

• Record Type: Journal Article
• Authors: Hawkins, Matthew
• Is Part Of: Journal of brand management. Volume 24:Issue 6(2017)
• Page Start: 516
• Page End: 521
• Publication Date: 2017-11
• Subjects: Brand community -- Brand network community -- Supply-chain -- Marketing strategy -- Branding; Product management -- Periodicals; 658.82705
• DOI: 10.1057/s41262-017-0041-9
• Languages: English
• ISSNs: 1350-231X

Abstract

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 toward 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.