Brand as a mean of mass communication This thesis explores the topic of a brand as a mean of mass communication. In the theoretical framework, the concepts of mass communication and mass media are distinguished, and a historical overview of research conducted on the topic of the influence of mass communication media is presented. Continuing, the concept and role of the brand are discussed focusing on their communication, which takes place through numerous communication channels as well as through elements of the brand. Furthermore, their communication is explained using the example of the brand Barbie, one of the most powerful brands that has been successfully communicating its messages for more than six decades. In addition, the history of the Barbie brand and its influences over time are presented, after which, guided by the issue of the impact that exposure to mass media and the Barbie brand at a younger age have on one's selfconfidence and forming dissatisfaction with one's own appearance, a study was conducted on a sample of University of Zagreb students. The research showed that the students are satisfied with their body and appearance, and that they, to a lesser extent, accept sociocultural standards about the ideal physical appearance projected through the media, as well as that exposure to the Barbie brand at a younger age did not affect the formation of dissatisfaction with their own appearance.