Global Brand Communities across Borders - The Warhammer Case

Abstract Purpose – The “brand community” concept believes that the meaning of the brand transcends national boundaries. However, such an assumption presents challenges arising out of several reasons including co-existence of sub-tribes within a given brand community that allocate different meanings to a particular brand. This plurality of meanings seems exacerbated for global brands where meanings are shaped by tremendously varying cultures. Aims to address the issues. Design/methodology/approach – This text relies on a comparative study of the meanings attributed to one particular global brand, Warhammer, by the members of its brand community in France and the USA. Findings – Findings highlight the elements of homogeneity and heterogeneity that reside in the cross-border meanings of the brand. The authors also discuss the marketplace relevance arising out of this plurality that should be taken into account by global marketers. Originality/value – The present text argues...