Brand Communities as Relational Assets: A Commercial Management Perspective on Value Creation

Abstract

This study examines the shift from transactional marketing to relational marketing through the strategic creation and management of brand communities. Conceptualised as relational assets, brand communities are analysed for their role in generating long-term value and competitive advantage in commercial management. Grounded on a literature review, the study integrates tribal marketing and commitment–trust theories to explain how social cohesion, shared identity, and trust-based relationships foster durable customer loyalty. Illustrative cases, including LEGO, Sephora, Discord, and Reddit, are used to contrast firm-controlled brand ecosystems with third-party community platforms, highlighting the strategic implications of different governance models. The analysis demonstrates that brand communities create value not primarily through firm-to-customer transactions, but by enabling horizontal, member-to-member interactions that support co-creation, knowledge sharing, and relational commitment. These dynamics reduce relational uncertainty and enhance retention by positioning customers as active contributors rather than passive recipients of brand value. The study argues that sustainable commercial performance increasingly depends on managers’ ability to cultivate and govern these relational assets, balancing control with authenticity and community autonomy. By reframing brand communities as economically relevant relational resources, this paper contributes to marketing and economics research and offers a commercially grounded perspective on value creation in relational marketing strategies.