Emotional benefit is the degree of consumer's psychological satisfaction from the goods. Emotional brand could stimulate the target consumers' conditioned reflex by some kind of emotional factors. Comparing the emotional brand with the existing brand theory, this article shows that consumers prefer to the emotional brand, that firms activate an emotional brand easily, and that under the condition of the same material interests, the demand curve of the high emotional brand is steeper. If the brand's single category is closer to the ultimate benefit of customers, the brand will be more persistent.