© 2013

Tribal Marketing, Tribal Branding

An Expert Guide to the Brand Co-creation Process


Table of contents

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.


brand branding Ethno-Marketing marketing

Authors and affiliations

  1. 1.Lecturer in Marketing and Consumer BehaviourUniversity College CorkIreland

About the authors

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.

Bibliographic information