During the history, for centuries the meaning of the word „brand“ was used as a medium for identification of the same or similar products and services that were present on the market. During the years, the term of brand evolved in powerful tool with what is possible to enter in consciousness of consumer using diferent strategies of brand positioning. Her roll is to communicate with consumers in order to differentiate of products from competition, and meeting the needs and desires of consumers. Marketing is powerful way of positioning brand of products in consciousness of consumer, and using modern technology of advertising using the Internet, it is possible in a fast and efficient way achieve the best results with minimum of investments. In the research part of work, the method of questionnaire is used to research in what measure is position of brand in consciousness of consumers is functional and effective, in today's age of advertising using digital technology, and how the price affects in selection of brand. Research has attempted to confirm thesis that advertising over the Internet today has very much credit for positioning many recent brands, and that consumer is given large choice of different products, and now he is in position where he can directly communicate with brand and decide which brand should he trust and which brand will he choose.