Business communication is a very important concept that is emerging in different parts of the business world. In this paper, business communication will be mentioned and explained in the context of brands and branding as processes that take place every day in the business world. On the other hand, when we talk about the industries that deal most with business communication and branding as such, it is possible to mention the food industry. The best example of such a brand is Podravka, which is one of the largest brands, both in Croatia and in the entire Balkan area. Through the explanation of a practical example of Podravka's case, the paper will show the ways in which business communication is realized through social networks and various marketing campaigns. How the value of influential people from different fields is used by connecting their personality with a certain product or brand in order to meet only one goal, and that is - recognizability. The paper will mostly use the research method of data collection, and by analyzing this data, various conclusions and theses related to the concept of business communication in the context of brand and branding will be drawn. Within the paper, professional terms are first clearly defined, a brief introduction to the case study is made by connecting the main environmental factors, and finally the case study itself is done, which will complete the paper as a meaningful whole. The main goal of this paper is to remain closely related to the essence of the topic and to concentrate on prominent concepts and definitions that can be easily noticed and described through the case study. In addition to sources that can be found in books, professional articles and magazines, numerous sources from Internet portals, newspapers, pages, blogs, etc. are used. Authors of all e-sources are specified and the sources can be easily accessed.