This document discusses brand communities, which are groups of people who interact based on their shared interest in a brand. It outlines how brand communities connect companies to customers and members to each other. Some key characteristics of brand communities include shared consciousness, rituals and traditions, and a sense of moral responsibility. The document then explores why companies build brand communities and some direct benefits, such as increased customer loyalty and brand advocacy. It also presents different types of brand communities that vary in exclusivity and members' involvement, like fan clubs, forums, and ambassador groups. Examples are provided and the conclusion stresses adding value to consumers outside of purchases.