The term "brand community" was first presented by Albert Muniz Jr. and Thomas C. O'Guinn in a 1995 paper for the Association for Consumer Research Annual Conference in Minneapolis, MN.
[3] 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.
In computers and electronics: Apple Inc. (Macintosh, iPod, iPhone), Holga and LOMO cameras, and Palm and Pocket PC Ultra-Mobile PCs.
In vehicles: Ford Bronco, Jeep, Miata, Mini Cooper, Saab, Saturn and Subaru automobiles, and Royal Enfield and Harley-Davidson motorcycles.
Well known advantages of having followers include perks such as: a loyal customer-base, low price sensitivity, improved competitiveness, and snowball advertising.