The aim of this graduate thesis is to relate the visual identity of Croatian chocolate brands and their market position. The main research problem has been to determine whether there is a connection between the visual identity of Croatian chocolate brands and their market position based on the attitudes of consumers which are consuming and/or daily encountering them, and to determine how these consumers attitudes are different according to sex. The wide offers diversity within the confectionery industry in Croatia, has created a favorable framework for studying the visual identity of chocolate brands. In the Republic of Croatia, there is not a study of reception of visual identity chocolate brands, nor it has been related to the market position, so this empirical research is a relevant for the advancement of the Public Relations part, namely brand management. Empirical research was conducted by questionnaire on randomly selected consumers. The results of empirical studies suggest that there is the relationship between visual identity of Croatian chocolate brands and their market position. Based on consumer attitudes, we conclude that they, who consume and/or are daily in the interaction with brands, can not fully accurately make long-term memory of brand’s logos. It places emphasis on the factors that may affect the intensity of creating a long-term memory of brand’s logo, such as human, structural and cultural factors.