Topic of this master's thesis is using the multimedia elements in brand creation and process of brand strengthening. In the business world, multimedia is being applied in the process of building a strong brand to deliver and position the added value of an offer in the awareness of the target audience. In this context, multimedia is used to spread a specific type of message throughout carefully selected various media types such as images, text, graphics, video, animation and sound. It may be highly beneficial in the initial stages of creating a brand and could also be used to reinforce the brand in its mature phase. To be added on, the process of branding involves consistent use of the key components of visual identification. Certain expectations are being created in theminds of users throughout the elements of visual identity. The purpose of this thesis is to focus attention on importance of managing elements of multimedia in brand building and to analyze their effects on consumer’s awareness, implications, and their connection to the brand. In order to make this thesis reflective of real-world situations and to obtain more accurate data, both secondary and primary data were combined in this study. Moreover, variation of methods was also used such as inductive and deductive methods, analysis and synthesis methods, as well as descriptive and compilation methods. Secondary data has been providing insights into what has been previously researched and established. Primary research and data were conducted using a Google online survey focusing on determining participants' understanding of visual identification, visual representation, color combinations and branding. This research covered nearly the entire territory of Croatia with a suitable number of responders for this type of study. The research results advise and confirm the assumption about the significance of visual elements in the process of building a brand. This paper can primarily benefit Pepe, a hospitality establishment, but also other individuals or legal entities engaged in or seeking for insights into the importance of developing visual identification and multimedia elements in the branding process.