The subject of the final paper is the influence of the brand on consumer behavior. The purpose of the final paper is to show the influence of the brand on consumer behavior. The methods used to write the final paper are: method of analysis, method of synthesis, method of classification and method of description, method of proof, method of classification and method of compilation. Consumers are the center of the company's activities and companies are actively working to communicate and build relationships with consumers. One of the ways companies encourage creating and maintaining relationships with consumers is by creating a brand through which companies then create a strong emotional connection with consumers. Brands have large and significant impact on consumers, and this is seen in the fact that they help consumers in building their identity. Brands help consumers build their lives and shape their lifestyles. It can be said that a successful brand is one that consumers can identify, ie recognize based on its characteristics, and one that consumers can say that it meets their needs and gives some added value. It should also be noted that numerous studies have shown that the brand and consumers have mutual influence on each other.