This thesis examines the paradoxical tension between brands and their communities, focusing on how peer- and firm-initiated brand communities can strengthen and/or challenge brand identity. Using Patagonia and Haglöfs as case studies, the research investigates how communities shape brand meaning, sometimes in ways that go against corporate intentions. Through a qualitative multi-method approach through social media analysis, store observations, and an interview, the study highlights how different community types interact with the brands. The concepts Mitteilungsbedürfnis and brand hijacking, alongside the Consumer Culture Theory, Social Identity Theory and the Co-Creation Theory support the findings and analysis. The findings show that while firm-initiated communities are aimed to stay aligned with the focal brands values, peer-initiated communities often develop and grow on their own. This created dynamic holds opportunities which may benefit from engagement, but also holds risk losing control over their own identity and perception. The study introduces the terms internal and external brand communities to distinguish between the alignment of the brand community in comparison to the brands values, regardless of being peer- or firm-initiated. The study also contributes to a deeper understanding of how brand meaning is co-created in today’s participatory culture, and the challenges this brings for marketers and brand managers.