This study integrated various theories of both local and foreign brand relationships to examine how brand relationships of My E-government develop in Taiwan. Differentiated from previous research methods, the study adopted qualitative research method and in-depth interviewed 21 participants who used My E-government for at least a year. The results of this study found that brand relationships between users and E-government are built by mutual interactive communications and experiences. Nowadays, E-brand relationships are accumulated and constructed through lived and computer-mediated experiences, and then created new brand values and relationships.