Abstract
Businesses have increasingly become international especially during the last ten years. This situation is likely to change even more significantly within the next decade. This paper discusses this development with brands becoming more close to the end consumer by focusing on four key issues (1) what really brand means (2) how emotional bonding towards the brands are addressed to the consumer (3) retailing as a medium to target consumers emotionally (4) shifting from the concept of USP (unique selling proposition) to (SSP) sensory selling proposition (4) can games and films be a part of emotional branding (5) role of advertising agencies to communicate products emotionally. (6) Emotional attachment towards kids. (7) Brands can communicate.
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