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The brand is an intangible asset for companies and they are aware that they have built them based on emotions, satisfying the aspirations of consumers. And the Guijuelo Iberian Ham brands have Instagram profiles as a strategy because they know that the images are very attractive to consumers. It will be corroborated that, in the Instagram profiles of the Iberian Ham brands, images that allude to emotions predominate and, in addition, that there is a greater link between the brand and the consumer when the images connect through intangible values and not rational ones. [ABSTRACT FROM AUTHOR]