Tribal Marketing, Tribal Branding

An Expert Guide to the Brand Co-creation Process

  • Brendan Richardson

Table of contents

About this book

Introduction

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.

Keywords

brand branding Ethno-Marketing marketing

Authors and affiliations

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

Bibliographic information

  • DOI https://doi.org/10.1057/9781137349101
  • Copyright Information Palgrave Macmillan, a division of Macmillan Publishers Limited 2013
  • Publisher Name Palgrave Macmillan, London
  • eBook Packages Palgrave Business & Management Collection
  • Print ISBN 978-1-349-35009-4
  • Online ISBN 978-1-137-34910-1
  • About this book