The Bear can lend feelings of self confidence. In the wild, Bear is respected as a dominant leader and faces few challengers. This is not because the Bear is aggressive or vicious, but just by virtue of being a Bear, other animals stand aside and respect Bear's power and awesomeness. People going into an intimidating situation often carry a Bear fetish to give them the self confidence to stand within their own power - to allow themselves to be respected simply because they deserve respect.
And since the Bear is a natural fisherman, many people who live to cast a line into a fast moving trout stream also carry small Bear fetishes in their pockets.