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In virtual worlds, real-life brands develop co-created meanings in social interaction involving users, platform, and marketers. Whilst research has focused on brands advertised in online venues, marketers are challenged to know how users experience brands socially and interactively in virtual worlds, and potential outcomes of those experiences. This article explores meanings of brands and branded virtual goods through user interviews from one virtual world with brands integrated into social interaction. Findings suggest positive orientations as brands aid sociability, status, and achievement. Interactions connect with avatar identity displays and social roles, enabled by platform and realism from real-brand presence. Manifestations extend beyond the virtual world, and seem understood as marketer tactics. Inserted brands appear to impact user experiences with enhanced rewards, rarity, and realism. ), is an assistant professor of strategic communication at the University of Wisconsin Oshkosh. She teaches advertising, public relations, and new media courses for the Department of Journalism and the College of Business' Interactive Web Management degree. Her research focuses on strategic communication in interactive media, with emphasis on consumer engagement with marketing campaigns via social media.