In order to remain relevant in the market and encourage consumers to recognize them among competing companies on the market, companies strive to develop their own brands with which they want to gain consumer favor and become recognizable in the market. The branding process begins with an idea that is actively built by the manufacturer or company in the minds of consumers. It is built by a company or manufacturer sending consumers "certain" signals related to the products and services it offers through which it encourages consumers to create a certain perception of products. A brand, regardless of whether it is viewed from the aspect of meaning for the producer / company or consumer for all parties involved, brings benefits. The market value of a brand is built through time and interaction with consumers. For successful brand building and management, it is necessary to get to know the target consumers in detail and fully adapt the products, services and communication to the target consumers. Depending on the perception that the consumer acquires about the brand, he will buy the products of a particular brand and thus decide what the value of the brand is. One of the brands that is world famous and highly appreciated by people employed in the cosmetics and hairdressing industry is the Revlon brand. This brand has become planetarily famous because it is based on quality and innovative products and successfully and carefully planned marketing activities which always involve its consumers. Not all brands are profitable. The value and significance of a brand actually lies in the fact that it is extremely difficult to build and keep relevant in the market. Customers are key in building a brand. Companies that work together with customers to build their brands have a greater tendency to succeed on the market and build brands that survive on the market in the long run.