IntroductionThe concept of branding as we know it has evolved considerably over the years as transformations within the market have opened the doors to innovative approaches and contributions to branding, beyond this one could probably say that most of these changes can be attributed to a shift in consumer mindset as the emergence of various segments and target markets has led to a new set of demands and expectations when it comes to effectively creating and sustaining profitable relationships between a brand and its customers. desired consumer. There is no denying the fact that the processes leading up to the present decade have played a role in the visible shift from an industry-driven economy to one where consumers are placed in the driving seat. That said, the branding landscape has become increasingly competitive as new brands and products are launched frequently, thus making it difficult for brands to not only connect with consumers but also distinguish what differentiates them. As a result, brands are now left to find new ways to gain favor with desired consumers in order to create meaningful connections. “We are clearly dealing with a completely different set of values ​​today than we were 5 years ago. Speed ​​has replaced stability; intangible assets have become more valuable than tangible objects. Traditional economic models of supply and demand are being completely reevaluated. consumers and how people treat brands. In his book Lovemarks: The ...... middle of paper ...... Bibliography: http://www.mikesaunders.com/2011/02/28/ generation-y -in-sudafrica-un-breve -studio/Cook, G; Erwin, K; Carmody, P; Enslin, C (2010) How healthy is your brand?, in The Encyclopedia of Brands and Branding 2010, (forthcoming) Gobe, M. 2001. Emotional branding: the new paradigm for connecting brands to people. New York: Allworth Press Howe, N; & Strauss, W (2007) “The next twenty years: how customer and workforce attitudes will evolve.” Harvard Business Review. July-August ed., p. 41-52.Roberts, K (2005 Lovemarks: The Future of Beyond BrandsHowe, Neil; Strauss, William 2000. Millennials Rising. New York: Vintage Books.http://thinking-brands.blogspot.com/2009/10/ customer -based-brand-equity-model-cbbe.htmlCyndi green glass http://www.dmsolutions.com/blog/get-emotional-about-your-branding/ March 14, 2012