Iconic brands are brands that have become a part of a popular culture. They represent broader aspects than the product itself. With their help, consumers get to create their own identities, such brands become part of their consciousness and culture. Iconic brands are cultural icons just as much as musicians, actors, and other artists. Their market communication and creation process differ from the usual techniques used to create the brand. Traditional branding models such as the "mind-share" model, the emotional branding model, and today's often used, the viral branding model, can create a successful brand, but it will not become an icon. Such models emphasize obvious benefits of products, emotional aspects, or consumers that are considered to have a certain impact on others. The branding model that creates an iconic brand is called –cultural branding model. Cultural branding model uses all the techniques of traditional branding models but adds one more important element - creating a myth related to the brand and placing it in a particular social context. Myth is a kind of story used to create an identity of a brand. The myth goes beyond the limits of a simple description of the product. It is part of the broader cultural ideology. Thus, iconic brands become cultural icons and cultural activists. Brands that are considered as iconic and that served as an example for describing techniques of creating iconic brands are Harley Davidson, Nike, Volkswagen, and Apple. Observing the process of creating these icons among brands, it is interesting to explore the way the most famous Croatian brands conducted their market communications. That is why the analysis of the content of Podravka Vegeta, Cedevita vitamin drink, Jamnica mineral water, Franck coffee and Ožujsko pivo from Zagreb Brewery was performed. The research determined whether some of the mentioned brands are presented in a way that is closely related to iconic brands.