In the contemporary business world creating a powerful brand becomes one of the most important strategic challenges of the company. The aim of this paper is to investigate how the brand reflects the company's vision, values and the philosophy of the organization. The analysis of the available literature is given a description of the key concepts and methods such as case study shows how the brand simplifies the choice of buying decisions. Analizing the case study for “Caffe Cadbury” are given guidance in positioning in the market and creating compelling messages. Creating a brand requests the user-friendliness, simplicity and they are of interest to consumers. Working company's value is determined by its more intangible marketing assets: brand, knowledge of the market, customer relationship, coverage distribution, intellectual property, partnerships and others. Marketing needs to implement the positioning of each brand in the emotional ties creating the ultimate utility to the consumer and the brand experience.