In the marketplace of the 21st century, where supply has been exceeding demand for a while now, having a successful brand is the Holy Grail that numerous companies aspire to obtain. A brand has become far more than a combination of names, jingles and logos – it represents the set of emotions evoked in the consumers’ conscience, mind and heart; the powerful trigger which will push masses into not only buying, but also following and worshipping certain products. As for companies, an efficiently managed brand could become the main source of competitive advantages and the starting point for forming a strategic course of a certain company. The crucial purpose of the brand management process is to constantly increase the importance and value of a brand for a company and its consumers. This paper analyzes two different approaches to the process of branding. The emotional branding focuses on the emotional involvement or the emotional connection established between consumers and brands, meaning a consumer’s unique relationship with a brand. In that case, consumers feel and experience a brand. Again, personification, interaction, sensorial branding and experiments are the constituents of the dominant branding model of today’s market place – the emotional approach. Nevertheless, new theories and practices are constantly infiltrating modern marketing and branding. One of these new models is the cultural model, which isn’t as much a new approach as it is an extension and update of the emotional model. The cultural branding serves to explain the astonishing fact that there are two kinds of highly successful brands – the highly successful ones and the icons, which are always one step ahead of the rest.
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