The analysis of the relationship between consumers and brands is one of the issues that has arisen the most interest in recent years within the world of academic research. This has created a large number of contributions, especially in the field of loyalty and social networks. However, there are no definitive answers about the subject, although new trends for designing communication strategy incorporate �engagement� and �co-creation� as essential elements to manage relationships. Still, it remains poorly explored and understood in the academic and professional world. Accordingly, this article intends a brief review of these approaches. To fulfill this objective, secondary sources are examined, mainly JCR-indexed Journals articles

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