Brand loyalty in the context of consumption and identity

Brand as well as technical term of marketing communication, has become concept which is used almost in many point of daily life. Today?s consumer society, even individuals can be defined as `brand?. It meet consumers with marketing communication, competition, rapidity, endless options and various premises. Main goal of brand managers who want to perform marketing activities to provide profit. The way of gaining profit is get through branding and continuously communicate with consumers. Therefore, it is necessary to create new demand environment and realizing consumption. Today?s world, consumption has become widespread is not only by actions done by marketing communicators also by the result of consumption culture. Consuming were included in the basic list like breathing, sleeping, feeding. In this regard, research done for the better understanding of the why brand has become more important today as extension of consumption culture and how the brand loyalty to be formed.