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There are many generations of consumers on the market, who are still faced with more offerings of these companies. These generations of consumers are different with different perceptions of brands. Therefore, the aim of this paper is to investigate the consumers’ degree of identification with the brands in the relation with selected demographic factors. The selected demographic factors were tested among consumers from different generations. The questionnaire as the primary research technique was used. The analysis was based on the number of 840 respondents. The respondents were from generation Baby Boomers, Generation X and Generation Y. The brands do not mean for the Baby Boomers consumers or Generation X as much as they mean for the consumers belonging to the Generation Y. These consumers have different perceptions of the brands, what is caused by different opportunities to get the products and present themselves by them. The members of the cohorts Baby Boomers and Generation X do not need to build relationships with the brands or to present themselves by brands as much as the members of the cohort Generation Y. The members of Generation Y likes building the relationships, presenting themselves by brands.