Global brand communities across borders: the Warhammer case

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 that community attached to a global brand constitutes a complex phenomenon, one that both integrates and ignores geographical considerations.