Purpose – The purpose of this paper is to study different types of relationships consumers form with brands and how these relationships affect current and future purchases. This study involves two countries; India and Taiwan. Methodology – This paper uses in-depth interview using 6 female participants from two countries. The case interviews are then analyzed using interpersonal relationship metaphor. Findings – It is found that in a modern society like Taiwan, current purchases are affected by brand satisfaction and brand image whereas in a less modern society like India, brand satisfaction and brand image are not sufficient, price and value must also be taken into consideration. Practical implications – The results implied that marketers with an intention to penetrate into emerging market like India requires careful steering and nurturing if companies want to attach a positive value to its brand. Originality – Research into brand relationships has been extensive. However, very few comparisons have been made between two countries. This paper is a first to explore the concept of brand relationship in India and Taiwan