Tribal Marketing, Tribal Branding

1. Front Matter

   Pages i-xi

   PDF

2. Tribes, Tribal Marketing, and Tribal Branding

   • Brendan Richardson

   Pages 1-13

3. What Is Tribal Marketing, and Why Hasn't It Been More Widely Implemented?

   • Brendan Richardson

   Pages 14-27

4. Tribal Origins and Idiosyncrasies – Why Brand Tribes Form and Why They Need to See Themselves as Unique

   • Brendan Richardson

   Pages 28-53

5. Understanding Tribal Dynamics: Beginning to Engage with the Art of Ethno-Marketing

   • Brendan Richardson

   Pages 54-73

6. Collecting Tribal Data

   • Brendan Richardson

   Pages 74-91

7. Interpreting Tribal Data: Analysing Ethnographic Data and Using It to Build and Maintain Tribal Brands

   • Brendan Richardson

   Pages 92-113

8. Meet the Tribes

   • Brendan Richardson

   Pages 114-131

9. Towards an Ethics of Tribal Marketing

   • Brendan Richardson

   Pages 132-150

10. Tribes and Tribal Branding – Where Do We Go from Here?

    • Brendan Richardson

    Pages 151-171

11. Back Matter

    Pages 172-184

    PDF

Tribal branding allows marketers to benefit from greatly enhanced levels of consumer devotion to brands. Richardson incorporates the approach of ethno-marketing to expertly explain the opportunities for marketing and branding professionals to co-create brands with, and develop new ways of marketing to, tribal groups and brand communities.

• brand
• branding
• Ethno-Marketing
• marketing

• Lecturer in Marketing and Consumer Behaviour, University College Cork, Ireland

  Brendan Richardson

Brendan Richardson is Lecturer in Marketing and Consumer Behaviour in the Department of Management and Marketing at University College Cork, Ireland and is building a reputation in the areas of tribal marketing and consumer tribes.

Policies and ethics