Brand is a term often used in marketing. By definition, it refers to a set of marketing and communication methods that help to distinguish certain economic entities, as well as their products or services from the competition ultimately create a lasting impression - customer awareness of the value of an economic entity. A brand, in other words, represents a name, term, design or other mark that distinguishes economic entities and their products or services. Today's market is saturated with all present types of products and services, so if economic operators want to stand out in the market, they must create a good brand and in certain characteristics must differ from the competition in order to beat the competition and survive in the market. In order to survive on the market, it is necessary to build a brand through all its elements. Under the elements of the brand, the brand identity, brand value, brand recognition and brand awareness are stated. The main task of the brand elements is to present the means that have the ability to identify and distinguish the brand from other manufacturers, ie offered on the market. For the purposes of this paper, a special chapter of this paper will address the issue of elements of creation as well as the strength of the brand in the application of a particular economic entity, ie the example of Lego bricks. The historical development of Lego cubes will be shown, showing how the most famous brand of the same managed to make their cubes the most famous in the world.