What is the meaning of Brand Tribe?

Brand Tribe refers to the people who come together to identify themselves with the product. They not just consume the product but have a significant role in its promotion. The new age marketing involves the real success of a product is achieved when it becomes a cult. Companies thus not just sell the products to the customers but try to implant an idea or a vision of how well the brand or product will relate to them once they buy it.

Latter is not possible for every product of the company but if one product from the whole portfolio can be differentiated from the competition, it will be highly beneficial for the company. Brand tribes thus remain loyal to the product after purchase due to factors like trust, usage and a sense of pride. Their loyalty stays year-on-year despite the cost of the product.