Do you think you buy goods or brands individually as needed and without deeper consideration? Wrong! Every purchase also represents a relationship between the customer and the brand. Whether consciously or unconsciously, every consumer builds a more or less close and more or less long-lasting relationship with the brand they purchase. The existence of such relationships has already been scientifically proven, but the emergence of these relationships has been neglected in research so far. This work will focus on the emergence of such emotional brand relationships as a central theme. It will contrast the development of a brand relationship with that of an interpersonal relationship. Examples of various emotional brand relationships will be examined and analyzed in comparison to patterns of interpersonal relationships. This work is aimed at both individual consumers who wish to explore their own brand relationships and at companies and marketing managers. The latter can analyze the relationships of their own customers and possibly find suggestions for building and maintaining long-term customer loyalty.