Dr. Martens is a globally known manufacturer of footwear and fashion accessories. The most popular product of the brand are boots, which evolved from military and working footwear, and today have become an indispensable fashion accessory for every alternative, rebel, and style icon. Along with numerous manufacturers on the market, Dr Martens stands out in particular with its distinctive design, quality and emphasized, particular attitude that it holds and whose symbol it is. Brand identity includes the design, logo, characteristic colors, motto and other characteristics that make each brand unique on the market. It is precisely these particularities that stimulate interest among customers and also ensure loyalty. The specific logo of the brand Dr. Martens is based on the special appearance of the patented sole of the boots, and it is characterized by a specific yellow color as well as the brand's motto and attitude that make it stand out on the market. Non-conformism, revolt and rebellion against the traditional are part of the Dr. Martens brand identity. The narrativ following closely the brand maintained it's rellevance by upholding these alternative values, however the image of the brand is closely connected to music and festival culture. These particularities of the brand identity make it easier for the customer to identify with the brand and thus ensure loyalty. Every alternative person who cares about his or hers appearance will own at least one pair of Dr. Martens shoes. Long-standing tradition, high quality and durability, as well as the special attitude that the brand holds today and the style it maintains, put Dr. Martens to a unique position on the market that the brand has maintained until now and stabilized over the years by expanding its offer and maintaining its image.