The Theory of Brand Tribes and Brand Hijacking
In chapter 11 of Consumers (Arnould, Price and Zinkhan), the concept of "brand tribes" is introduced. Brand tribes describe groups of consumers who are devoted to a brand. Out of brand tribes has grown a new concept of grass-roots marketing, commonly referred to as "brand hijacking." Brand hijacking involves consumers taking the logo or look of a brand image and using it as a style standard and a community iconic statement. The danger here is the lack of control by the corporations over the reputation that can be created by the use of the brand.
Brand hijacking is somewhat of a social linking, or creation of a "community." As a brand manager, should the commandeering of the brand be fought for, or allowed to evolve on its own, to build on word-of-mouth, grass-roots marketing?
Brand Tribes
Alex Wipperfurth, a San Francisco-based marketing consultant, has written a book on the subject, aply titled Brand Hijack . Wipperfurth has discussed Apple as a company that has taken advantage of brand tribes. Apple has remained true to its core group of consumers and maintained a cultural image of being "cool." The result is a brand tribe of loyal consumers who see Apple as more than a company or brand, but a statement of style and community.
Brand's Cultural Cultivation
Marketers will increasingly see brand tribes and brand hijacking as potential ways of adding perceived value to a brand. More and more brands will inevitably try to cultivate that sort of a grass roots campaign in order to build brand loyalty.