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Brand network communities: Leveraging brand relationships within the supply-chain

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  • Matthew A. Hawkins

    (University of Lorraine)

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.

Suggested Citation

  • Matthew A. Hawkins, 2017. "Brand network communities: Leveraging brand relationships within the supply-chain," Journal of Brand Management, Palgrave Macmillan, vol. 24(6), pages 516-521, November.
    • Handle: RePEc:pal:jobman:v:24:y:2017:i:6:d:10.1057_s41262-017-0041-9
    DOI: 10.1057/s41262-017-0041-9
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    References listed on IDEAS

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    Cited by:

    1. Shaun M. Powell, 2017. "Journal of Brand Management: year end review 2017," Journal of Brand Management, Palgrave Macmillan, vol. 24(6), pages 509-515, November.

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