A strategic plan is created from the initial idea, which, when elaborated leads to the final product, which eventually enters the market. A brand is a guarantee of something more important for its consumers, i.e. users, and serves to direct marketing activities.A brand consists of a sign and a name, as well as other activities and elements assigned to various products, services and ideas by the manufacturer. One of the definitions of a brand tells us that a brand is a representation of a mental association to which consumers receive various stimuli from the environment. The relationship between the brand and the client is built over years, and it is almost impossible to assume a special relationship between the client and the brand. A great effort is made when managing a brand, a study to return on investment in a specific brand is necessary and various external activities that affect the value of the brand. These three terms are most often used in marketing: client, customer and consumer. In the marketing process, communication takes place with the target group of consumers whose wishes and needs should be adapted. In relation to competing energy drinks available on the domestic market the amount of consumption of the energy drink Red Bull will be analysed and in this way it will be seen whether the worldwide popularity of the mentioned Red Bull brand has an effect, which is on average much more expensive than the competition, or the lower price competing products on the amount of consumption of the same.