In recent years we have witnessed a growing globalization and connectivity through communication networks. That gave brand's the ability to enter into every consumer sphere, to be present with them 24/7. Due to the increasing choice of products from consumers, but also the less time available, brand management and marketing activities make it easy for consumers to ease their lives. Consumers want to find and define themselves through the brand, and this is exactly how it handles brand management. Branding skill management is a skill through which marketing experts through emotions, work a seemingly rational process, need to gain consumer confidence and loyalty, but also to prove the uniqueness of the inside. Marketing strategists demand greater creativity, knowledge, skills and understanding of various communication tools to consumers. This work define market value of brand, what are its elements, and how the market value of the inside is measured, which was not previously taken into account when looking at profits. The ways of brand value management through the ways of empowerment and revival are also presented, and the relationship between the country of origin and the brand itself is explained. Theoretical part also includes examples of strong and well-known brands that contribute to marketing theory through their experience development. The research has expanded the theoretical part of the work and contributed to the study of some further links, but also confirmed the stated claims.