The Salt Gypsy Brand Community
- ISBN:9781350994744
- Content Set:
This case explores community-based brand strategies, with a focus on the female surf-wear market and the success of Australian brand Salt Gypsy and its founder, Danielle (Danny) Clayton. The case describes how, in creating Salt Gypsy, Danny fulfilled an unmet market need for high performance, fashionable surf wear among a new wave of female surfers. In contrast to classical branding models focused on direct appeals to users, Salt Gypsy is an example of a brand community, whereby a brand’s value occurs indirectly through peer-to-peer connections of like-minded consumers. Students will explore different types of value, in particular linking value, and different models of brand positioning, comparing classical positioning models with culturally driven ones.
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