User:Jozette Heerman/Brand tribalism

Brand tribalism is a term used to describe the formation of a group of people that closely identify with each other through a shared belief system created by their experience of a particular brand. The underlying connector between tribe members is closely aligned with perception and support of what is understood amongst them to be the brands rules and values.

Whilst the term 'Tribalism' has historically been used in reference to traditional tribes, in the West the term is often associated with social units created within an existing society. These social units are increasingly being organised around brands.

A key element of brand tribes is that they are organically and voluntarily formed through individual identification with the tribe. Although organically formed, tribes are often formed around a leader who embodies the brands unique belief system. Factors that contribute to the formation of a brand tribe are perceived brand authenticity, identification through memory, emotional connection and experiences felt through interaction with the brand. Brand tribe members have collective sense of belonging and purpose within the group.In many ways these elements of tribal belonging mirror ways in which traditional tribes have retained loyalty and membership.

Brand tribalism occurs independently of an organizational structure. It is not confined by the boundaries of a business or target market. Tribes can arise in non-traditional areas. This may be an area that is perceived to be far removed from the original or host brand, geographically, socio-economically or culturally.

This phenomenon can be attributed to the rapid increase in the speed of dissemination and communication created by ITC technologies. It is also aided by globalisation and the move towards widespread user generated content.

Due to the fluid nature of group formations and collective belief systems there are currently very few effective ways to accurately gauge and define brand tribes. Because of its increasing relevance to organisational and business development in the 21st century, the study of brand tribalism is gaining momentum with academics, business consultants and corporations themselves.