The basic idea of this paper is to determine the role of social media in brand management, ie. how social media influences the brand management process. Standard channels of communication such as television, newspapers and magazines, radios, posters, leaflets, are now considered traditional channels of communication. This segmentation was practically nonexistent in modern marketing until about 15 years ago, especially in Croatia. Developing longterm consumer-brand relationships is a goal that many brands want to achieve, and social media is becoming important channels of communication due to interactivity and real-time interaction capabilities. It is a shift that requires better understanding through further research, as well as the impact of social media on brand development and performance. Primary and secondary research data are the basis of this doctoral thesis. The secondary research was conducted by searching the available secondary data and studying the literature in the field in order to obtain current theoretical and partly practical insight into the researched problem in the field of brand management transformation resulting from the development and application of social media. Primary data for proving the hypotheses were collected using the in-depth survey method of executive managers and the survey using a structured survey questionnaire as a consumer survey instrument on a representative sample of the population (n = 1009) using the CAWI approach (computer-assisted web survey). The dissertation consists of six chapters. The first chapter is an introductory chapter that introduces the problems related to the topic of the dissertation. The second chapter deals with the theoretical basis of the paper through four subchapters; brand management process development; phenomena and types of social media; brand management in social media patterns. The third chapter will describe the methodology of work in more detail, ie. empirical research of the brand management process within social media. The fourth chapter will deal with the course of the research and the results obtained by the research. The fifth chapter is the chapter of the discussion where the existing information and hypotheses will be analyzed through the obtained results of the conducted research. The sixth and final chapter is a conclusion in which the findings gained through the dissertation will be systematically and clearly analyzed. Finally, there is a list of literature, tables, figures and attachments and a biography of the author.