A brand community is a community on the basis of attachment to a product or marque. Recent developments in marketing and in research in consumer behavior result in stressing the connection between product identity and culture. Among the concepts built to harness the behavior of consumers, the concept of a brand community focuses marketers on closely connecting consumers. A brand community can be defined as an enduring self-selected group of actors sharing a system of values, standards and representations (a culture) and recognizing bonds of membership with each other and with the whole. This article or section needs a complete rewrite for the reasons listed on the talk page. ... A marque (French for brand and pronounced as mark) is a brand name, most commonly used for automobile brands. ... Marketing is a social and managerial function associated selling of product with the intechange of material and to satisfy the customer. ... Consumer behaviour is the study of how people buy, what they buy, when they buy and why they buy. ... // Computer programming In object-oriented programming, object identity is a mechanism for distinguishing different objects from each other. ... The word culture, from the Latin colo, -ere, with its root meaning to cultivate, generally refers to patterns of human activity and the symbolic structures that give such activity significance. ...

References

• Algesheimer René, Utpal M. Dholakia et Andreas Hermann (2005), The Social Influence of Brand Community: Evidence from European Car Clubs, Journal of Marketing, 69 (July), 19-34.
• Amine Abdelmajid and Lionel Sitz (2004), How Does a Brand Community Emerge? Some implications for marketing research, Marketing: Where Science Meets Practice , Esomar Conference, Warsaw.
• Brown Stephen, Robert V. Kozinets and John F. Jr. Sherry (2003), Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning, Journal of Marketing, 67 (July), 19-33.
• Muniz Albert M. Jr. and Thomas C. O’Guinn (2001), Brand Community, Journal of Consumer Research, 27 (March), 412-32.
• Muniz Albert M. Jr. and Hope Jensen Schau (2005), Religiosity in the Abandoned Apple Newton Brand Community, Journal of Consumer Research, 31 (March), 737-47.