A ________ is a specialized group of consumers and employees whose identification and activities focus around the brand.
A) brand community
B) brand channel
C) brand association
D) brand personality
E) brand cluster

Question

Quizplus · Accepted Answer

A brand community is a group of consumers and employees who identify with and engage around a particular brand. They share a common interest in the brand and interact with each other to learn about and influence the brand. Unlike a brand channel, which refers to the means by which a brand communicates with its customers (such as advertising or social media), a brand community focuses on the people who are part of the brand's culture. Very similar to a club or community of fans, people often identify with brand communities because they feel a sense of belonging, exclusivity, and shared values.

A ________ Is a Specialized Group of Consumers and Employees