The community brand paradigm: A response to brand management's dilemma in the digital era

The consumer adoption of digital media has warranted much attention over the last decade. However, relatively little has been written about how digital media has impacted upon brand management perspectives and practices. The digital era has resulted in changes in how consumers interact with brands and each other, and this shift in behaviour requires a reappraisal of how brands should be managed. The current relational paradigm is no longer sufficient. Therefore this conceptual paper calls for brand management to develop and embody a deeper understanding of this shift by adopting a revised paradigm. Current brand management issues not addressed by the relational paradigm are outlined, the new community paradigm follows, and examples of community paradigm practice are provided as a guide for brand management.