Brand Communities in a World of Knowledge-based Products and Common Property

Brands have become an integral part of our culture. Consumers rely upon brand names as proxy for information about the products they purchase. They consider their own brand usage, not only in terms of product value, but also as a statement about themselves, their values, and their life choices. Studies of postmodern consumer culture have suggested that brands have emerged as a way for consumers to express their individuality and as a means for people to form groups with other like-minded consumers