A brand communityis a set of consumers who share a set of social relationships based upon usage or
interest in a product. Unlike other kinds of communities, these members typically don’t
live near each other – and they often meet only for brief periods at organized events
called brandfests, such as those sponsored by Jeep, Saturn or Harley-Davidson. These brandfests help owners to ‘bond’ with fellow enthusiasts and strengthen their identification
with the product as well as with others they meet who share their passion