A brand community is defined as a specialized, non-geographical community based on a structured set of social relationships among admirers of a brand. They are social entities in consumers' daily lives that connect consumers to brands and consumers to other consumers (Albert M. Muniz, 2001). Although brand communities are formed without the help of the brand itself but rather are formed through other community members who share a common admiration for a particular brand. Usually these consumers or people who admire a certain brand would be very loyal to the brand. There are three traditional indicators of community; consciousness of the species, moral responsibility, rituals and traditions (Pauline Kelly, 2010). Species consciousness is the connection that members of a brand community feel with each other, they feel they know each other on some level, even if they have they will never notice a difference between users of their own brand and users of other brands; this is called legitimacy (Albert M. Muniz, 2001). Moral responsibility is one in which members of a community feel responsible towards other members and towards the community as a whole. Within moral responsibility there are two missions that brand communities aim to achieve. First integrate and retain members to ensure the community remains vibrant. The second mission is to assist in the use and maintenance of a particular brand, whether they know the person on a personal level or not. It is something that a member of a brand community generally does without thinking while helping other members of “their” community (ibid). Rituals and traditions are social processes within a community which defines them as brand communities. Some of these would be......middle of paper......duality of each individual Mini. In the UK there are over 150 Mini clubs set up by Mini enthusiasts to meet up with other Mini enthusiasts. These clubs are also spread across the Internet so they can communicate with other Mini owners and enthusiasts not only geographically close to them but also around the world. Members of the Mini brand community display such awareness; they feel a sense of "we" due to their shared enthusiasm and passion for the Mini. They know who belongs and who doesn't, they have a loyalty to the Mini brand. There is a contrasting brand loyalty that resides in the new BMW MINI. Most Mini clubs do not allow BMW MINI owners to join as they believe that this MINI is not a real Mini as it does not express individuality. They also feel betrayed that MINI is no longer a British car.