Emotional branding is a marketing technique that appeals to consumers' emotions to build strong brand connections. It involves identifying consumers' core emotional needs, encouraging them to bond with brands emotionally, and creating consistent brand messaging focused on these emotional needs. Successful emotional branding progresses consumers through stages from initial interest to loyalty, creating brand rituals and advocates. Color psychology also influences emotional branding, as different colors elicit different emotions. Examples of companies that effectively use emotional branding include Nike, Fair & Lovely, and insurance companies.