As numerous studies by various experts prove, creating a recognizable brand is the key to the success of a company and the creation of a sustainable business. The process of creating a brand is still not taken seriously by many entrepreneurs and business owners. Many believe that the creation of brands, especially recognizable and well-known ones, is intended only for those who offer only luxury products in their range. But the fact is that the process of branding raises the business to a higher level. There are numerous examples of brands that are still recognizable today. Due to their years of existence and business and rich past, they are considered successful brands, and the key to their success lies precisely in the branding process, in which they have invested a lot of time, attention, work and effort. Branding luxury products is more demanding than branding products intended for everyone. Brand management of luxury products requires additional specifics and strategies that contribute to the creation of exclusivity and high brand value. Luxury brands also stand out for the high quality and careful production of their products and for maintaining brand value. All these specifics, along with a properly defined brand management strategy, help luxury brands create and maintain a reputation, attract consumers, and ensure long-term success. The goal of this final paper is to confirm this claim through a theoretical framework, and then, through a case study, using the example of the TIFFANY & CO brand, to prove the truth of the claim. Analyzing the example of the successful luxury brand TIFFANY & CO will provide a better insight into the specifics and strategies that have brought the brand success in business and achieving recognition on the market of luxury products.