Rational Brands vs. Emotional Brands

What is a pure rational brand?
It is a brand built on rational and quantified values as price and service and product quality as product longevity or endurance.

And what is a pure emotional brand?
It is a brand built on emotional values as familiar image, lovable traces, keenness and desire to relate to.

There are pure rational brands or pure emotional brands?
No. Every brand have rational and emotional values, however we can classify it according to which values are more perceived by the customers.

Example of a brand more in the emotional side: Apple
Example of a brand more in the rational side: Samsung

What is better? To be in the emotional or in the rational side of brand value?
There isn't an easy answer.
An emotional brand can have higher profit margins, because their customers are not price sensitive as others.
However as you know, emotions can swing and fade over time, therefore brand management is critical to success.
In the other side, rational brands although having lower margins, usually aim to reach a much wider customer base. But as they tend to compete over price, they are more exposed to competitors with agressive pricing moves.