Building a sustainable brand relationship has become a hallmark of success. Companies have devoted a serious amount of money to building reliable brand relationship which will withstand all weathers. Brand relationship can be strengthened with the help of strong positive reputation and a strong sense of belonging–brand tribalism. This paper deals with exploring brand reputation and brand relationship and how they strengthen the brand relationship with Apple iPhone users. Apple being the most valuable company in the world, brand reputation plays an important role in maintaining the brand name and brand good will. Apple users also forms brand tribes among themselves in a social gathering or even inside teams. The result of this study stresses the importance of brand tribes and their influences. Also, brand reputation’s influence over brand relationship cannot be understated. © 2018, Institute of Advanced Scientific Research, Inc. All rights reserved.