In this paper it was written about emotional brands, about the concept ''emotional brand''. Talks how, through which aspects and in what ways brands affect people, consumers; creating links because of which consumers stays loyal to the just one brand. How some brands achieve that their product/ service leave a trace on consumer, so he ''fall in love'' with the brand. Brands through their well crafted action affect on emotions and behavior customers. From the product layout, color, shape, and through the shaping the language, symbols, sound, that all are the ways through which they want to make their product inviting to the consumers. Each brand have his history that is involved to get closer to the costumer. It also tells how and on which way to attract customers, and how to keep them through making a emotional connection with product/ service. Brands except with their quality through quantity beyond rational thinking of consumer and make connections with them. Brand through an emotional aspect are getting closer and closer to the consumers, such an approach today is very important on a market and it is considered as a great key to success. It is considered as a success because brand not just with their credibility are making a personal connections with consumers, when there is a emotional connections between product/ service and consumer they provide a loyal customer; customer which will always pick their brands because of their devotion to a brand, despite of changes on the products, changes like for example as increasing the price. At the same time they are making a consumers who are satisfied with the product/ service and who will create an advertisement by mouth to mouth for their brand and also attract much more consumers that will be potentional new costumers of the same. That is how emotional branding have his own dictionary which allows the brand to rise above the competition and create his own fans.