The main objective of this paper is to predict the future state of trademarks on the market of the Republic of Croatia and on the world market. Generally, the brand offers many advantages to companies in the market, such as differentiation from competition, higher revenues, quality characteristics and one of the most significant, a means of increasing loyalty. Marketers understand the importance of branding and are embarking on the development of their own brands. Initially, it is a means of reducing dependency on manufacturers for them, and over time becomes a strategic tool to improve their business. Trademark owners may be other members of the distribution channel in addition to the merchants. This is why the trademark name is also used by the names of its own brand, distributor brand, private brand and intermediary brand. Trademarks are present in a large number of categories and vary in price, quality and focus on the particular lifestyle of the customers they are intended for. Trademarks differ from manufacturers in several elements: in terms of price, control and monitoring of the brand, location and amount of space on shelves and brand image. The historical development of trademarks began in 1863, and over time has been aided by the association of merchants, market maturity, their expansion and positioning, category management and promotion to this day. The Croatian trademark market is very young, so it is important to try to anticipate and plan possible strategies and trends for their development. In order to reach a better and more accurate conclusion on the development trends and future of the trademarks, a survey was conducted on a sample of 44 respondents.