Brand community is a virtual community where consumers of certain brands collaborate with employees of the companies that hold the brands to create values. Empirically, such a community is either initiated by consumer groups, or established by the company itself. Community members usually feel connected to each other and to the brand, due to a series of shared rituals and experiences which shape a community identity. They also feel obligated to the common moral responsibilities of the community, such as responding to a topic in a friendlier manner. Regardless of the vehicle of virtual community (i.e., online forum, chat room, or Facebook group), the company needs to pay attention to the relatedness and promptness of topics being discussed, while allowing diverse voices and recognizing members with contribution, in order to facilitate more community engagements.
Brand community not only increases consumer loyalty and return sales, but also provides ideas for improvement and innovation. In addition, the presence of a brand community helps the company in communicating its brand, where testimonials of members are perceived trustworthy in the eyes of prospects. For example, Gogoro (Taiwan) creates its official online forum for owners to exchange riding experiences and creative decorations of their electric-powered bikes. The richness in information allows the company to gain first hand insights into its consumers, as well as for potential customers to find authentic comments on the motorcycle. In brief, the marketing implications of a brand community are crucial, as it connects the company, customers and prospects in one place.