Marketing Communications are messages and related media to communicate with a market. Focus is on the product or the service. In specific all issues related to demand generation, product and service positioning.

Traditionally this discipline focused on the creation and execution of printed marketing collateral. However, research developed the practice to use strategic elements of branding and marketing in order to ensure consistency of message delivery throughout an organisation - a consistent "look & feel". Many trends in business can be attributed to marketing communications such as “customer relations” and “human resource solutions”.

In branding, every opportunity to impress the organisation's (or the individual's) brand upon the customer is called a brand touchpoint (or brand contact point.) Examples include everything from TV and other media advertisements, event sponsorships, webinars, and personal selling to even product packaging. Thus, every experiential opportunity that an organisation creates for its stakeholders or customers is a brand touchpoint. Hence, it is vitally important for brand strategists and managers to survey all of their organisation's brand touchpoints and control for the stakeholder's or customer's experience.

Marketing communications, as a vehicle of an organisation's brand management, is concerned with the promotion of an organisation's brand, product(s) and/or service(s) to stakeholders and prospective customers through these touchpoints.