This work is a result of studying the domestic and foreign scientific literature in the field of marketing in relation to the area of emotional bonding between the brand and the consumer. It explores the factors that influence the construction of emotional connection between the consumer with a strong brand and how this relationship affects the purchasing decision of consumers. Brand will have a unique associations in the minds of consumers and unified communications, which leads to the formation of long-term emotional relationship with consumers. When there is a correspondence between the personality of the brand and consumers expressing their own personality, then the relationship of the brand and the consumer will be similar to the two people (two friends), because it is based on trust and familiarity. At the same time this will lead to the fact that consumers become loyal customers of the brand. Consumers purchasing decisions made on an emotional rather than a rational level. Emotions are a result of information that the consumer receives through the senses: hearing, smell, sight, taste and touch. Emotional reactions of consumers have an impact on their buying behavior, so the understanding of consumer behavior foundation of all marketing activities as well as understanding the process of making purchasing decisions. Brand strength lies in the success story that is communicated to consumers and that in their minds provokes feelings and positive associations linked to the brand. Characteristics of strong brands, among others, the perceived level of quality, brand history, uniqueness, unique promotions and others.