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...brand is strong, the team can develop and nurture the loyalty of fans, which brings in additional revenue through the sale of variety of goods and services. Financial resources and winning are sufficient for building a brand... Brand community, according to Muniz, Albert and O’Guinn (2001) is a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand. Brand is an icon of modernity and is most certainly a modern invention. Brand community has also been defined as “a fabric of relationships in which the customer is situated. Crucial relationships include those between the customer and the brand, between the customer and the firm, between the...