We all live in a world full of diversity and opportunities. In that kind of world, every person has the choice to decide what, when, how, and in which way will he use those opportunities. The problem appears when there are too many products on the market – there comes market saturation, confusion, and indecision. This problem doesn't only apply to consumers but also manufacturers, and the number of manufacturers is increasing by the day. The market is saturated, products are similar to almost exact properties. How to make a decision which product to buy and why buying that specific one?! The answer to that question lies in the ones who need to resolve them – in consumers. They are complex creatures who have their reasons for buying specific products or using services. There is a psychological process that goes within their mind with external influence and all that combined build perception about something – that perception can also be called product image. Image is just one of many things that makes the outcome of the whole project. Consumers are not the only one affected by this situation, manufacturers are in an even worse position. The biggest challenge is to find that specific factor that will make consumers buy their products or to use their services. Marketing strategy combined with a business-model can make a good brand which will be the first step to creating an image. The theoretical part will be completed with examples to show how is branding done by one of the biggest companies in the world. Everything stated in the thesis will be proven with an analysis of market research.