With the aim of understanding how brands can effectively attract and retain loyal customers, the role of the brand in building consumer loyalty is being analysed. The theoretical part of the work includes an overview of key concepts related to branding, consumer perception and psychological factors that influence loyalty. The purpose of the work is to identify the key factors that encourage the consumer's tendency to remain loyal to the brand and to provide guidelines for strategic brand management through examples of successful brands, in order to increase its impact on loyalty. The methodology used includes qualitative and quantitative research conducted through surveys, with the aim of examining the relationship between different factors of brand strength and the level of consumer loyalty. The results of the research showed that consumers who perceive a brand that is high-quality and reliable are more likely to remain loyal to that brand. Also, emotional connection and brand recognition have been identified as key factors in building long-term loyalty. It was concluded that building loyalty is a complex process that requires constant investments in the brand, its sustainability and adaptation to constant changes in the market, which are more pronounced today than ever before. This work can be useful for marketing and management students as an example of a research approach and analysis in building consumer loyalty, and as a guide for understanding the key factors of successful branding, as well as for everyone who is engaged in consumer behaviour research.