The environment of marketing communication is constantly evolving, over the last few decades it has changed enormously. Technology and the Internet are fundamentally changing the way the world is influenced and communicated. The brands and the communication are the link between the company and the customer because the company distinguishes by communication one brand from another. For decades, the brands have been crucial to building consumer relationships that ensure long-term business success. At a time of great consumer scepticism towards brands, along with a decline in the value of traditional media in branding, consumer branding issues are even more important for brand management. Brand identification for consumers refers to the individual sense of consistency with a particular brand. In spite of growing awareness, there is still much to be learned about the role of identifying consumers with the brand as well as its relationship to consumer behaviour. Therefore, the aim of the paper is to find out, how different generations of consumers apperceive their personal connections and identifications with the brands in the field of Czech market. The questionnaire as the primary research method was used and was distributed in September 2017. 840 respondents were involved to this research. The respondents were heavy social network users and were questioned about their connections between them and the brands.