Kemna, LenaHeisig, Tilman2024-11-062024-01-192024-01http://hdl.handle.net/10362/174666Brand communities and surf parks represent the latest innovations in marketing and the surfing industry, respectively. This work project analyzes the advantages of brand communities within the specific context of surf parks offering a guideline on how to scale communities. The approach encompasses a comprehensive review of relevant literature as well as primary qualitative and quantitative research, providing insights into the benefits and pivotal aspects of community building within the context of co-creation. These insights aim to support SURFTOWN MUC, Europe’s largest surf park opening in 2024, in establishing its brand community while leveraging its unique advantages as well as providing managerial guidelines for other brands within the surf industryengScaling brand communitiesBenchmarkingCo-CreationBrand managementmaster thesis203601297