Brands became a significant part of our everyday lives, as we use branded products or services hour by hour. Through the brand, we have the opportunity to express ourselves, belong to a certain group or separate ourselves from another. Brand communities are often organized around the brands themselves. People are free to join them to build identity and find common interests with the members, or for any other personal reasons, such as emotional support or skills development. The dissertation seeks answers for two questions. At first, how well brand communities can satisfy an individual’s need to belong to a community, then how important are the brands and brand communities in a person’s life.