between some of the brands, they would have to try each brand several times before being able to judge which one was best. In order to help with purchase decisions, marketing communications try to create a distinct image for the brand. Brand associations are made to encourage linkages with places, personalities or even emotions which creates a sophisticated brand personality in the minds of the consumers. This shows how brand communications add value to products and why branding is a crucial aspect to the communication platform. Consumer–brand relationship constructs To build brand loyalty is to build a trusting relationship with a brand so strong that you will repeatedly buy from them due to an emotional commitment to the brand. There are many CBR constructs but five of the main ones in the literature are brand love, brand attachment, self-brand connection, brand identification, and brand trust. All five of these constructs are not exclusive and firm, but can overlap each other. Brand attachment is the emotional connection a customer has with a brand. Brand love is the measurement of that emotional commitment to a specific brand from a satisfied customer. Self-brand connection is the degree to which a brand has become an important aspect of one's self-identity. In other words, this brand accurately represents their self-concept. Over the years, researchers argue that self-brand connection is the most important of all the CBR constructs. Brand identification is the consumer's perceived unity and oneness with the brand. Lastly, brand trust is the consumers perceived feelings of safety and assurance in the brand's products and company. Focus Marketing communications are focused on the product/service as opposed to corporate communications where the focus of communications work is the company/enterprise itself. Marketing communications are primarily concerned with demand generation and product/service positioning while corporate communications deal with issue management, mergers and acquisitions, litigation, etc. Customer-focused versus customer-centric A recent revelation in integrated marketing communication is the change in the role of the customer within the business world. Due to the fast-paced growth of technology, customers are rapidly gaining more power through forums such as word of mouth; now with capabilities of reaching a much wider audience through the use of social media. Recognizing this power shift, organizations have begun to re-evaluate their typical marketing strategies and customer approaches from the traditional customer-focused attitude to the wide-spreading customer-centric method in order to develop a more integrated strategy.