Marketing professionals establish a relationship with consumers through the application of various marketing activities. Consciously or unconsciously, consumers are tied to brands. Through the use of brand products and marketing communication of brands in the market, consumers connect with brands. Most often, consumers connect with brands through emotional stimuli. The goal of brands is to build a strong and long-lasting relationship with consumers. To achieve this, brands communicate with consumers in a creative way and build a relationship with them through emotions. With the help of emotional branding of the company, consumers have different positive feelings because of which they decide to buy the brand's products. Brands that create a relationship with consumers through emotions are personal, not afraid to show emotions, develop, communicate, care about the relationship with consumers to be full of trust and encourage sharing of experience in using the brand among consumers. Coca-Cola is a worldfamous brand that has gained popularity thanks to a unique recipe that has changed minimally over the years, that it actively works on establishing and maintaining relationships with consumers, that it has creative marketing campaigns year after year and that it applies emotional branding in business. to gain loyal consumers. It is certain that more and more companies in the future will use emotional branding to build successful and recognizable brands and to attract as many loyal consumers as possible. The use of emotional marketing is desirable because through the same companies they show what beliefs they are guided by in business and allow consumers to emotionally connect with their brands.