After reading and participating in these communities, we developed a framework to demonstrate a process of brand cocreation through myth-making and the production process that form and co-create a spiritual experience. As presented in Figure 2, the findings are divided into two levels: (1) a collective level, and (2) an individual level. Those myths are employed to co-create brand value within each sub-brand community. The spiritual experience is collectively formed to solve an individual’s life goals–by influencing the motivations that derive from fear and desire.