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Title: |
Evolution of Famous Brand Community Concept and Its Ecology Metaphor |
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Source: |
International Conference on Engineering and Business Management 2012(Part 2 Enterprise Operation and Management（2）)
(pp 934-936)
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Author(s): |
Yajun Sheng, Business Management School of Jilin Finance and Economic University, China, 130117
Lihui Sun, Business Management School of Jilin Finance and Economic University, China, 130117 |
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Abstract: |
This research reviews the evolution process of famous brand community concept, including brand concept, strong brand concept and the ecology interpretation of brand. Then the author analyze the evolution process of famous brand community. Finally, this research adopt ecology Metaphor method to definite famous brand community as clustering phenomenon of famous brands which have similar brand products or have been clustered interactively between upper and lower links in a certain industrial cluster space. These famous brands form the brand community aggregately which is similar to biotic community in ecology system.
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