The world is changing, technology is going forward, communication between people has got a new meaning. Meaning which is based on consumer culture, their wishes, attitude and behaviour. All of that is started by one of the main factors which we call emotion. Many advertisments in the media are made with the goal of getting to the consumer by the way of their emotions. That is way the waking of emotions through the brand/product is the best way by which modern sales work. Linking brands with people on an emotional level is based on emotional branding. That is phenomenon which influences consumers by their senses and emotions. In fact, there are advertisments which are made in order to get through to the five different senses of customers (sight, hearing, smell, taste and touch) wherefrom the customers get the feeling and the need to buy the product. With this thesis I will try to explain in detail influences of emotions on consumers and through research show attitude of consumers about a specific subject. Moreover, main elements will be presented, such as emotions which advertisments create so that the product wiould be bought by consumer. This thesis is researching a role of emotions in branding using method of online survey made up of 21 questions on a random specimen of 359 respondents. The wish was to research how consumers understand the role of emotions in branding through advertising activities, how image of a brand influences the consumer's decision when buying and if certain brands (which by Forbes magazine are on the list of ''top 10'' most important brands in the world in 2018) which use emotions in advertising are getting through to consumers easier than others. This thesis tries to point out the importance of an emotional link between a consumer and a brand because it influences their attitude, behaviour and decision making when buying a product/service.