Branding is not a new phenomenon and in historical beginnings the basic intention was to identify the ownership of the product and make it easier for the customer to identify. Historical sources say that as early as ancient times, manufacturers marked their products (bricks, weapons, amphorae, ships). At the end of the 19th century, the church recognized ownership of the product and design, and ownership of the reputation of the manufacturer or seller of the product as inviolable values. This work consists of 7 chapters. In the first chapter, the subject, problem and goal of the research will be set, and the appropriate hypothesis will be set. In the second chapter, we will define what the brand is in general, what is the role and importance of the brand, what is the identity and image of the brand, and how consumers perceive the brand based on the image. In the third chapter, we will mention what the best brand strategies are and how important market positioning is. We will also determine if there is a continuous brand management program, and how to avoid obstacles and omissions. In the fourth chapter, we will find out how strong the market value of a brand can be and whether tangible or intangible brand values are more important. Using the example of Tesla from Chapter Five, we will determine whether the electric car industry is the future ahead of us and how much the vehicle brand and all other elements have an impact on the company's growth. Chapter 6 will present the results of a survey on how much people are informed about electric vehicles, whether electric vehicles are easily accessible to them, and whether they have driven one at all. At the end of the work, I will determine whether the automotive industry is facing a transition period where electricity replaces motor fuel or strong brands are not yet considering a transition.