Consumption and social life are intertwined. People join consumption collectives in order to feel connected and to share consumption practices and objects with others. Several concepts have been developed in consumer research to characterize collective consumption phenomena, such as subcultures of consumption, brand communities, and consumption tribes. However, differences between the concepts are often unclear, and each concept highlights some features while obscuring others. Regarding the collective consumption of brands, the literature has emphasized the commercial nature and hierarchical structure of brand communities, simultaneously overlooking other kinds of collectives. More research is thus needed to integrate the literature and to extend it. Specifically the heterogeneity and complexity of collective consumption needs to be recognized.