and branding are both marketing tools for increasing the brand loyalty of consumers. The decisions made around communications and branding should be based on solid and factual market research about the consumers. If the brand or the IMC do not seem to be relevant to the target market, consumers will not pay attention. An example of this is that high customization, creativity, and a more direct voice is recommended for messages directed towards Generation Y consumers as Generation Y want to be treated differently from the rest of the market and marketers should acknowledge this. Loyalty programs reward and encourage customers, which is necessary for customers to want to repurchase. The consumer should feel a connection with the brand to want repeat purchase and to exhibit other brand loyalty behaviors such as positive word of mouth. "A loyalty program is an integrated system of marketing actions that aims to make member customers more loyal to a brand." The main goal of a loyalty program is to create or enhance customer loyalty towards a brand whilst being sustained even after a loyalty program is discontinued. Marketers use such tactics as a loyalty program to increase likelihood of repeat purchase and to retrieve information about the spending habits of the consumer. Loyalty programs that enhance the consumer's opinion about how much the firm can offer them may be essential for building a relationship. Even though these programs can cost a lot of money, they help to create a relationship between the brand and the consumer. An example of a loyalty program is a point system: Frequent customers earn points which transform into freebies, discounts, rewards, or special treatment of some sort; customers work toward a specific number of points to redeem their benefit. Celebrity endorsers moderate the relationship between the consumer and the brand by personifying the brand to match the perceptions of the consumer. Using a celebrity endorser can build a relationship between consumers and a brand because endorsers can represent similarities between themselves and the consumer, and themselves and the brand. Celebrities make marketing tactics more convincing and marketing communications more effective. For example, a celebrity may be influential to a Generation Y consumer because that generation views them as likeable, real, and beautiful. In order for celebrity endorsers to effectively reach the audience, they must connect and identify with the audience. The use of a popular celebrity endorser could