Due to its positive outcomes for loyalty, word of mouth, and willingness to pay, brand love has generated great interest in marketing research and practice, yet the fundamental question about the origins of this strong bond remains unanswered. This article identifies three potential sources of the development of brand love: the product and its brand, important events in consumers' lives, and social influences. Similar to interpersonal love, the development of brand love may be slow or fast; it depends on the experiences a consumer has with the brand. Two studies in turn reveal five starting points, associated with consumers' unique brand experiences: first love, love at first sight, grown love, inherited love, and arranged love. The resulting recommendations for marketing practice suggest ways to foster the effective development of these different starting points.