The study indicates that when building consumers' commitment, brand managers should differentiate between its individual and social dimension. Brands are elements of consumers’ expressive portfolio, and can be elements for expressing individuality as well as parts of the social discourse. If the first meaning of brand prevails in the mind of consumers, then brand strategy demands building consumer–brand relationships based on individuality and the main aim should be to stimulate affective brand commitment. If consumers see brands as a sort of social currency, then the brand strategy should focus on generating positive WOM, and managers should make every effort to enhance social compliance commitment emphasizing the meaning of the brand as a social capital.