We introduce the idea of brand community. A brand community is a specialized, non‐geographically bound community, based on a structured set of social relationships among admirers of a brand. It is specialized because at its center is a branded good or service. Like other communities, it is marked by a shared consciousness, rituals and traditions, and a sense of moral responsibility. Each of these qualities is, however, situated within a commercial and mass‐mediated ethos, and has its own particular expression. Brand communities are participants in the brand’s larger social construction and play a vital role in the brand’s ultimate legacy.