The act of consumption is a way to structure and give meaning to the world and the relationships established among people. During the transition from modernity, i.e., from modernity to postmodernity (Rajj, 1998), in a consumer culture (Slater, 1997), the products and their signal value and consumption assume a central role in creating meaning for individuals (Solomon, 1983; Fournier, 1998), thus affecting the differentiation and integration of individuals in the social world. Today consumers are dedicated to the consumption of experiences and feelings about brands, far beyond the functionality of the product. This promotes the consumption value of the bond and connection between consumers’ tastes, opinions and preferences. Thus, consumption in social and convivial contexts overlaps isolated and egocentric consumption. Given this new reality, blurring the differences between the materials products makes the concept of brand a key issue in the identification and differentiation. User groups and admirers of a brand that engage in joint activities to achieve collective goals and or to express mutual feelings, experiences and commitments are known as brand communities (Stokburger Sauer, 2010). They consume the symbolic meaning of products and not only the product features, and the image and the emotional connection is more important than functionality. In the social context of consumption of these communities should be studied both their interactions and the direct and indirect impact to organizations. It is intended to investigate and explain the interdependence between the concepts of brand community and brand value, with respect to the motivations for participation in the brand community, its characteristics and organic and ultimately the relationship with the cognitive dimensions of brand equity.