Brands have always existed, and their importance is more important today than ever. They bring numerous benefits to both customers and producers, and what differentiates one producer from other competitors is a promise to the customer for a specific product or service. Emotional branding is also gaining more and more importance, considering the great influence of customers' emotions when buying and choosing a brand with which they identify at the same time. Greater market value of the brand is the goal of every company, and it grows with greater recognition in the eyes of customers, loyalty, perception and attitudes towards the brand. To survive on the market, it is necessary to constantly manage the brand, think long-term and set goals, all in accordance with the mission and vision of the company. Ultimately, what matters is the position of the brand in the mind of the consumer, which is called positioning, and if the desired position is not achieved, the process of repositioning begins. For the purpose of the final work, a semi-structured interview was conducted with the Istrialux agency from Svetvinčenat. The goal is to learn about the branding process and the way of positioning the brand of a travel agency.