What Is a Brand Community?

A brand community is a community built on the user base of a product brand or a specific model product. It is a specialized, non-geographical community based on social relationships among consumers who use a brand. With the consumer's emotional interest in the brand as a link, it breaks through the boundaries of geographical areas in the traditional community sense. It is essentially a consumer-centric network of relationships. The significance of its existence is to provide consumers with an unusual consumer experience related to the brand. The main relationships included in the network are: consumers and brands, consumers and businesses, consumers and the products they use, and relationships between consumers and other similar consumers. It has three basic characteristics similar to "traditional communities", namely common consciousness, common rituals and traditions, and a sense of community responsibility. ^[1]