Tribal Marketing, Tribal Branding

An Expert Guide to the Brand Co-creation Process

  • Brendan Richardson

Table of contents

About this book


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

Authors and affiliations

  • Brendan Richardson
    • 1
  1. 1.Lecturer in Marketing and Consumer BehaviourUniversity College CorkIreland

Bibliographic information