emotional branding may be of greatest importance when there is a high degree of competitive parity between brands. Competitors can quickly imitate any functional, tangible changes to the product, leaving marketers with little unique rational claims. However, competitors can not imitate the feelings that consumers experience when they see an emotional advertisement for a brand or consume the product. Dell is taking a lesson from Apple's computer advertising: not talking about computers themselves, in their advertisements. Instead, they are focusing on the personality, lifestyle, and feelings that the brand produces for consumers.