More and more regions have started building a brand of their indigenous products in order to increase their recognition in the market, but also to protect the authenticity of these products. Lika, although the least populated region of the Republic of Croatia due to its harsh climate, but also almost impeccably clean environment, abounds in indigenous products. But the main challenge is how to make these products a unique brand to be recognizable in the market. The basis for creating a brand of indigenous Lika products is the Lika Quality system, which enables small local producers of indigenous Lika products to be awarded a certificate unique in the Republic of Croatia and facilitates their placement on the market under a single brand. In this research, the focus is on examining the recognizability of indigenous Lika products and determining the possibilities of improving their brand. Empirical research was conducted using the survey method, using a questionnaire, which collected data from 142 respondents from the territory of the Republic of Croatia. The results were processed by methods of descriptive statistics in order to determine the recognizability of indigenous Lika products among the surveyed respondents. Based on the results, it can be concluded that the current branding of indigenous Lika products is on the right track to ensure better recognition of products on the market, but we need to further work on their positioning, learning from good examples from other regions of the Republic of Croatia.