Chapter 7, Problem 5LOC

Summary Introduction

To Determine:

The term that matches the statement “unites a group of people by their interest in and ownership or use of a particular product” need to be identified.

Introduction:

A brand is the most powerful tool, which determines the success of the product in the market. To create a sustainable brand image and to obtain loyal customers the companies have to project their brand image strongly in the market. Brand community is one such tool most companies use to create a loyalty among the consumers towards their brand.