Consumers may form lasting relationships with brands. These relationships are primarily driven by emotional forces. This does not mean that emotional brands will solely work on an emotional level. In order to succeed, brands will need to provide both a functional and emotional benefit to the consumer. Brands function as shortcuts between consumer needs and expectations. Consumers engage with brands through trust, and the expectation of a consistent brand experience is a desired fundamental outcome of the consumer decision-making process. This chapter elaborates on the principles of emotional versus functional branding and takes a deep look at the diverse roles brands can play while interacting with consumers: from providing a consistent brand experience to personal self-enhancement and emotional bonding. It looks at the power of nostalgia and legacy in branding and uses several brand cases (Nike, Patagonia) for benchmarking and illustration purposes.