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Palgrave Macmillan
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Tribal Marketing, Tribal Branding

An expert guide to the brand co-creation process

  • Book
  • © 2013

Overview

Authors:
  1. Brendan Richardson

    1. Lecturer in Marketing and Consumer Behaviour, University College Cork, Ireland

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Table of contents (9 chapters)

  1. Front Matter

    Pages i-xi
    Download chapter 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
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Keywords

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.

Authors and Affiliations

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

    Brendan Richardson

About the author

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.

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