In this competitive era, where the ultimate solution appears to be the distinction between brands by companies that compete in the market, to develop the foundation and establishment of their consumer-brand linkages at the emotional and sensual level, marketers aim at the embryonic development of deeper, stronger and long-lasting brand attachment and connection for the consumers. An emerging customer experience can only be addressed by the emotional marketing strategy of the brand. This research aims to intensify our understanding towards the potential nature of emotional branding strategy in creating strong customer-brand linkages and its impact across different cultural markets and its successfulness. What is it that a brand usually lacks in their strategies? Majority of the brands lack the emotional touch in their marketing strategy. Emotional marketing strategies are insight-based and personalized that can aid form a genuine and dependable bond of customers with a brand, which evokes an emotional and personal response in customers which is emotionally dimensional, making the relationship less prone to the customer’s temptation to lose the brand loyalty and forfeiting the relationship with the existing business by choosing competitors' goods and services. Brands should develop their emotional consent, communicational and interpersonal abilities and skills towards their existing and potential customers. Brands should also construct consistent and reliable communications prominently based on the customer’s emotional needs. The importance of Emotional branding is such that it enables customers that are familiar with one’s brand to distinguish it among an ocean of competitors. Forming an emotional relationship and connection with ones customers makes a direct impact on contribution towards building brand loyalty, resulting in increased sales, which, therefore, leads to higher revenue and profitability
