The importance of considering customers emotions related to brands in marketing hasincreased in the last decade. Marketers care more and more about the significantinfluence that emotional branding brings to customers. In this thesis, we first discusspersonality, identity and other characteristics of a brand which can affect customer’semotions. Next, there are different emotions, basically, it can be categorized intonegative and positive emotions, and we specifically focus on customers’ positiveemotion that is happiness. This is followed by studying previous research of brandrelated happiness. We turn next to analyze a real case study of Apple inc., to discussApple’s emotional branding strategy, and how they succeed in making their customersfeel positively toward their brand. We address brand and its characteristics including theability to bond with customers on emotional level both offering a theoretical overviewand a case study. In the case study we identified a target group (Apple users) and askedthem to fill in the questionnaire. We decided to launch a survey in order to betterunderstand and analyze the relationship between a brand and the happiness it may raiseamong the consumers. Lastly, in conclusion of our thesis we raise certainrecommendations for future studies.