Pepsi decides to set up a restaurant in the Reitz Union that has lots of Pepsi memorabilia and encourages Pepsi drinkers to come there, hang out, and drink Pepsi. They hope this will cause Pepsi drinkers to get together and possibly talk about their Pepsi experiences and share Pepsi stories. They are trying to set up a(n) .

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.