The subject of this thesis is to analyze the perceived position of a brand from a consumer perspective. The aim of the thesis is to examine the implementation of the strategy which is, based on existing research, believed to be more effective than the other strategies, comparing two different product brand categories and one service brand, on condition that each of the brands is positioned on the basis of the concerned strategy. So the research is to examine whether the strategy applied by all three brands could be evaluated as successful and whether there are and how big are the discrepancies in the success of explored brands explored taking into account only the consumer perspective. The research was quantitative in the form of three digital questionnaires showing respondents actual video ads related to the researched brands. Brands that are researched are Michael Kors as hedonistic luxury high involvement brand, then Converse All Star as a brand of products of mass consumption and a lower level of involvement and brand T-Com as a service brand. 142 people participated in the study, and each one of them has fulfilled all three questionnaires. The degree of the success of the strategy has been determined by consumer perceptions of brands favorability, differentiation and credibility while controlling for brand-specific, product-class specific and socio-demographic influences. The results of this research show that the brand positioning strategy based on the indirect benefits for the consumers cannot be considered more successful than other strategies for every product category considering that variations in the level of effectiveness of the benefit strategy were found between three different categories of products/services. Also, it was found that there is a difference in the effectiveness of the strategy of each brand if we take into consideration the gender variable for each of the brands.