Brand Tribalism Theoretical Foundation And Practical Application

Essay from the year 2012 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1, Munich Business School University of Applied Sciences, language: English, abstract: Brand tribalism is a sociological concept enrooted in the idea that today’s consumers look for products that offer more than just quality and functionality by uniting people with each other. This research paper explains this concept by exploring the theoretical foundations of the term as well as its application to the marketing practice. This work has two main objectives. The first is to provide solid theoretical information about the idea of brand tribalism including characteristics, structures and types of brand tribes. The second objective is to present how the concept of brand tribalism can be applied to the marketing management and how it affects customers. Furthermore, marketing activities of two companies present on the market will be researched in connection with the concept of brand tribalism.

Helping you make the connections between the theory and practice of social media marketing, this third edition of the popular text has been updated to include technological advances in practice such as AI and virtual marketing, alongside a brand-new chapter on the rise of influencer culture and marketing. Examples and case studies throughout help you to contextualise the text through popular brands and platforms such as Instagram, Dunkin Donuts, Amazon and also political marketing for social movements such as Extinction Rebellion. This text is essential reading for all marketing students, researchers and practitioners today.

Marketing and consumer research has traditionally conceptualized consumers as individuals- who exercise choice in the marketplace as individuals not as a class or a group. However an important new perspective is now emerging that rejects the individualistic view and focuses on the reality that human life is essentially social, and that who we are is an inherently social phenomenon. It is the tribus, the many little groups we belong to, that are fundamental to our experience of life. Tribal Marketing shows that it is not individual consumption of products that defines our lives but rather that this activity actually facilitates meaningful social relationships. The social ‘links’ (social relationships) are more important than the things (brands etc.) The aim of this book is therefore to offer a systematic overview of the area that has been defined as “cultures of consumption”- consumption microcultures, brand cultures, brand tribes, and brand communities. It is though these that students of marketing and marketing practitioners can begin to genuinely understand the real drivers of consumer behaviour. It will be essential to everyone who needs to understand the new paradigm in consumer research, brand management and communications management.

The Trojan Horse in the Tribal Classroom: How Culture Wars are Waged and Won on the Front Lines of Education By: Thomas Alan Tobin All three hundred thirty million of us are immersed in culture wars at every turn. It’s one of the great disadvantages of diversity. One such “warfare” has been hidden from all of us despite the fact that we had to face it almost daily in our formative years. The battleground for this most common cultural conflict is where we all spent at least 40% of our school-years, preparing not just for unforeseen pandemics, such as we’re caught up in now, nor also for dealing with the economic, ecological, and political divisions that currently confront all arenas of American society. Surprisingly it’s our educational system, and especially the classroom, where the frontlines of cultural “warfare” may have kept us constantly struggling for so long. Unwittingly and unwillingly drafted into these social and cultural battles, we’ve been trained to continue this perennial struggle between academic and popular sub-cultures in our schools. The Trojan Horse in the Tribal Classroom reveals the situational factors and functions that have caused education to become an “embattled institution and teaching an embattled profession.” Most importantly it proposes social and cultural solutions to these problems that promise real institution-wide improvement and a completely reconstructed, truly academic classroom culture. One reading of this book will totally revise one’s vision of American education and our memories of thousands of hours of classroom life. -- Dr. Regina Peter, Executive Director NEWMARK Education

Inextricably linked to human evolution, storytelling has always been a key element of the marketer’s toolkit. However, despite extensive practitioner interest, academic research on the topic currently falls short. This book highlights how storytelling has evolved from an ancient art to contemporary marketing science, placing it in the context of digitisation and social media. It reflects the dramatic shift in brand storytelling in which marketers are in the driving seat, leaving consumers to do the navigating. Based within the context of AI, the influence of VR, AR, big data, and new media, this book predicts a creative renaissance in brand storytelling; one that will be at the intersection of science, art and humanity. The author suggests that there will be a shift from ad to art through the use of cognition and emotion, data and fiction. It suggests that through storytelling, brands will be able to connect with their customers’ hearts and minds. Drawing upon interdisciplinary research on neuroscience, emotional attachment and narrative theory, the book critically analyses existing theories, practices and applications of storytelling, providing a platform for debate between academics, researchers and practitioners.

Conceptualizing The Hos Of Singhbhum As A Tribe, The Contributors In This Book Discuss At Length The Significance Of Myth And Rituals Among The Tribals, Folk Treatment System, Dialectics Of Identity And Assimilation, And Socio-Religion Of The Tribes.