... the brand? , i.e. who is a true believer and brand community member?). • Desired marginality (brand community members actively try to keep the community small and marginal). • The polit -brand ... The polit -brand (a brand community that has at its centre the particularly politicised brand) . • The abandoned tribe (a brand community in which the marketer has abandoned the brand, but the community ... may exist between global brand, brand community, subcultures and cultures. Holt (2002, 2005) argues for the need to understand brands at a societal level (e.g. cultural branding), while O'Guinn...