The concept of a consumer community shares similarities with that of a brand community. However, it differs in that a brand community primarily brings together the brand’s customers, while a consumer community can include consumers of competing brands, even if they are not necessarily customers of the brand that created the community. In practice, the distinction between the two types of communities is often blurred, with few obvious differences. To better understand these nuances, it is helpful to delve deeper and provide concrete examples. For instance, one could cite the “Le Monde du yaourt” consumer community created by Danone for marketing research purposes.