A brand tribe is a concept in marketing that refers to ephemeral groups that enable connections among consumers sharing passions or interests.
[1][2] A brand tribe is part of a tribal marketing strategy fostering engagement among consumers, as opposed to emphasizing the functionality of products and services.
[4] The notion of consumer tribe refers to a multiplicity of commercial and non-commercial social groupings, characterized as impermanent, fluid, and ephemeral.
[5] The neo-tribalism theory posits that people evolved to live in a tribe-like society and thus form social networks that resemble those of a tribe.
Academics have explored and discussed the degree of connectedness between consumers and brands and the implications for post-modern organisations and consumption.