Affiliation refers to the connection or association between individuals or groups, often based on shared interests, goals, or characteristics. This can occur in various contexts, such as professional organizations, social groups, or academic institutions. For example, a person may have an affiliation with a university if they are a student or faculty member. In a broader sense, affiliation can also describe the relationship between brands and consumers. Companies often seek to create strong affiliations with their customers through marketing strategies that resonate with their values and lifestyles. This helps build loyalty and encourages repeat business, benefiting both the brand and the consumer.