Lifestyle brand

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A lifestyle brand is a brand that attempts to embody the values, aspirations, interests, attitudes, or opinions of a group or a culture for marketing purposes.^[1] Lifestyle brands seek to inspire, guide, and motivate people, with the goal of making their products contribute to the definition of the consumer's way of life. As such, they are closely associated with the advertising and other promotions used to gain mind share in their target market.^[2] They often operate from an ideology, hoping^{[clarification needed]} to attract a relatively high number of people and ultimately become a recognised^[who?] social phenomenon.^[3]

A lifestyle brand is an ideology created by a brand.^[4] An organisation achieves a lifestyle brand by evoking an emotional connection with its customers,^[5] creating a consumer desire to be affiliated with a particular group or brand.^[6] The consumer will believe that their identity will be reinforced if they publicly associate themselves with a particular lifestyle brand,^[5] for example by using a brand on social media.^[7]

As individuals have different experiences, choices, and backgrounds (including social class, ethnicity, and culture), an organisation must understand to whom it directs its brand.^[7] By constructing a lifestyle brand ideology, an organisation's goal is to become a recognised^[who?] social phenomenon.^[6]

Lifestyle brand marketing uses market research to segment target markets based on psychographics rather than demographics.