Consumers’ role with respect to company relationship has been changed under the high technology era. Consumer has changed their role from passive purchaser to co-producer and moreover to proactive influencer. Since brand communities are displaying these changes in the relationship between company and members, we selected brand communities as subjects of the study and conducted in-depth case analyses. For this purpose, we searched for both consumer-initiated and company-initiated brand communities for collecting comparable role changes and selected 10 brand communities as alternative subjects of this study. After collecting preliminary data about those communities and conducted in-depth case studies about 5 brand communities. This study collected additional data about each brand community history and operation and conducted personal interview with both brand managers and community members to incorporate both perspectives from company and community members about roles in managing communities activities. Results of case studies showed very interesting characteristics related with the relationships between company and community members. Bibigo friends and Hetbahn Supporters as typical company-initiated communities showed one-way relationship form company to community members and Mini and head office demonstrated cooperative relationships in building unique subculture. Although TOC was founded by Tesla owners, members identified themselves as transmitters for company value and philosophy. As community activities for enhancing social values suggested by Blackyak and those values were sympathized by community members, unique phenomenon about status conversion(company as supporters and members as hero) was observed. This study suggested tentative research models about consumers’ role changes based on field data about 5 brand communities. Consumers’ role changes were specified into autonomy of member activities, co-creation and new culture creation. Psychological value(fun, consciousness of kind, sense of accomplishment and social value) as antecedents and brand ownership as consequence of role change were suggested. Consumers’ role with respect to company relationship has been changed under the high technology era. Consumer has changed their role from passive purchaser to co-producer and moreover to proactive influencer. Since brand communities are displaying these changes in the relationship between company and members, we selected brand communities as subjects of the study and conducted in-depth case analyses.