Our colleague, Sharon Livingston specializes in qualitative branding research.  Over the years she has developed some techniques surrounding emotions and brands that are interesting and helpful to qualitative researchers dealing with brand identity issues.  To that end she has also developed a set of archetype cards which she provides at www.iconicards.com.  The following article from her blog explores branding and emotions using her four-part Livingston Paradigm of Self Esteem©,