Powerful brands create meaningful images in the minds of consumers (Keller et al., 2008, p.2) with brand images serving as a means of differentiation from the competition and thus positively influencing customer's purchasing behavior. However, until recently the discourse in Businessto- Business settings focused exclusively on the performance characteristics of the product or on the needs of buyers addressed by rational and tangible features of the product and price. However, an increasing amount of studies indicate cases where price and tangible factors do not fully explain buying decisions made by B2B customers and where emotional aspects have a role to play. In spite of the increasing academic interest, theory on the relevance of brand images as emotional cues for B2B purchasing behavior is scarce and fragmented. This article reviews the pertinent theories on rationality versus emotionality concluding that brands are an important influencer of organizational purchasing behavior and that the distinction between B2C and B2B settings less clear than traditional notions suggest.