The research problem of this thesis is brand management in the mobile industry. The aim of the research is to draw attention to the complexity and importance of brand management in the business of the mobile industry. In order for a company and its management to manage the brand in the best way, it is necessary to select elements of the brand, with such characteristics that they can influence the creation of positive customer associations in relation to the brand. That’s how , the brand is imprinted in the subconscious of consumers, it becomes their style and way of life. It can be enriched in addition to market value, as the added value of the product. Brand management is of great importance, both in the mobile industry and in the economy as a whole. This thesis presents the results of research that aims to determine the attitude of consumers about the management of the brand of Hrvatski Telekom. The results of the research showed that the brand of Hrvatski Telekom in mobile industry is well managed, and brings its products and services closer to customers, trying to meet their needs.