Managers often forget that consumers
are actually people, with many different
needs, interests, and responsibilities. A
community-based brand builds loyalty
not by driving sales transactions but by
helping people meet their needs. Contrary
to marketers'assumptions, however,
the needs that brand communities can
satisfy are not just about gaining statusor
trying on a new identity through brand
affiliation. People participate in communities
for a wide variety of reasons to
find emotional support and encouragement,
to explore ways to contribute to
the greater good, and to cultivate interests
and skills, to name a few. For members,
brand communities are a means to
an end, not an end in themselves.