Technological advances and modern technologies have led to oversaturation with various products and brands on the market, and access to information for the customer has never been greater. The customer no longer knows whom to trust and to whom to give his time and since he does not have enough time to research, based on certain criteria he will make a decision to whom to give his attention and finally, a decision to buy the product. It is extremely important to create the image of the product brand, so that customers can trust it and remain loyal to it. An image can help a customer process information, differentiate a brand, identify reasons to buy, give positive feelings, and provide a basis for loyalty. This paper explains what a product and a brand are, and how to position it on the market, how to manage a brand and what benefits co-branding brings. It is shown what it takes to build the image of a product and how the creation process goes. From market analysis, buyer persona, defining and attracting target audience, adapting content to different platforms, measurement and optimization, through identifying competition, ideal customer and his journey, to preparation before creating image, techniques, tools and channels for image building, auditing and finally, limitations in the future. All of the above is supported by examples from practice in order to understand the theory as easily as possible, but also so that the work would not be dry. Creating and maintaining an image is by no means an easy task and will become more challenging and difficult in the future as there will be more and more details that companies will need to pay attention to when building an image.