Answer: brand community
Explanation: Pepsi is trying to set up a brand community since nowadays, successful brands are driven directly by the feedback and participation of their customers. A brand community is one formed on the basis of attachment to a product or service and are characterized in shared consciousness, rituals and traditions, etc. While it takes time and effort to build a group of engages people, the many benefits of the brand community business/marketing strategy, include: it also gives brands the opportunity to capitalise on the fundamental human need for social interaction forming loyal, enthusiastic customers in the process; creates avenue for feedback, information, and ideas; user-generated content;
PR opportunities etc.
A brand community exists to serve the business, the people in it and its customers.
