Brand architecture holds a vital role in brand management. It represents relationships and connections between the brands of a particular portfolio, i.e. optimization of target groups. When creating and managing brand strategies, it is important to keep in mind the rising ecological awareness of the consumer, that has placed new demands on the market to offer products which meet the high environmental standards. Thus we can say that environmentally friendly products have an "extra quality" to them. Ecological products are defined as products that seek to minimize the adverse effects on the environment, both in the production process and in the process of use and disposal. The preferences towards ecological products have created a "new" consumer group, that should be addressed during the process of creating a brand strategy and optimizing the brand architecture. All of this indicates the need to understand the role of ecological products when forming brand strategies and consequently their function in achieving the optimal brand architecture. The primary goal of the dissertation is to examine the role and potential of ecological products in the optimization of brand architecture. Understanding the brand optimization model is the final goal of the research, while checking the role of ecological products as a means to achieve the same. Several steps had to be taken to identify the role and potential of ecological products in the optimization of brand architecture. The first step was understanding the current ecological awareness of customers, who are often consumers, as a prerequisite for the importance of ecological products in the brand portfolio. Furthermore, understanding the perceptions of brand power and measuring brand strength within the general population, while focusing on the niche segment of product buyers, is a prerequisite for understanding the brand optimization model and the existing optimization methods that have taken into account other variables, not necessarily ecological products. It is also of key importance to explore the processes of creating brand architectures and ways of managing brand architecture. After understanding the aforementioned processes, it is possible to explore and analyze the existing ways of optimizing brand architecture. The dissertation is based on secondary and on primary data. Secondary sources (previous theoretical and empirical findings, previously created and internationally validated measuring instruments, the BRANDpuls database and others) provided a historical review, an analysis of existing indicators, perceptions of concepts important to explore, understanding of contextsiv etc. While the primary sources of data provided clarification to the underlying question of the dissertation. In the empirical part of the study, a quantitative method was used through applying an in person-survey method. For deeper understanding, the quantitative method was supplemented with a qualitative approach. Although the idea of the paper was created on the basis of finding the answers for the problematic business situation detected, the theory and secondary sources of research showed that there is no scientific answer to the question about ecological products in the function of optimization of brand architecture. The conducted research has contributed to understanding of the theoretical framework for optimization of the brand architecture and the understanding of the theoretical framework of the characteristics of ecological products. The research further provided the proposition of a measuring instrument to measure and detect the role and potential of ecological products in the process of optimizing brand architecture. Given that the research has shown that buyers understand key concepts related to ecological products, have high self-perception of ecological awareness, prioritize ecological products over environmentally irresponsible products; ecological products have a significant and positive impact on the optimal brand architecture. Brand power is intangible, but also invaluable when managing brand architecture. The research has shown that a key role in targeting and optimization is awareness of the state and potential of an ecological product, which adds value to a brand through it's capacity to reach of a niche segment of the market.