The study of project management represents the future in the business world, and through it, successful examples of best practices are explored, presenting models that encompass systems that signify something new, something better, and more successful in the business world. The business world, through its economic, industrial, and overall development, is subject to changes, globalization, market control, and market laws because it is only possible to be successful in the business world as an individual or as a business entity. We witness this yesterday, today, and tomorrow because the global economy, supply chains, resources, and interrelations in a globalized world are subject to geopolitical divisions, where one part of the world has resources, and another part has the market, knowledge, and capital, which daily dictates geopolitical divisions and, thereby, economic changes. In the Republic of Croatia, we are also subject to this, and as part of Europe and the European Union, we are influenced by strategic, capital, geographic, and many aspects of Western capital, knowledge, and collaborative action. At the same time, like most Western countries, we are dependent on goods and trade flows coming from the other side of the geopolitical polarity. This is precisely why the study of project management is something special, as is the Baltazar Polytechnic, where teachers, instructors, professors, and other staff introduce us to this world of change, to the world of economic growth, advanced technology, digitization, and networked business. Project management has provided us with the foundations to enter the world of economic and economic legal affairs, where knowledge and adaptation are the fundamentals of individual realities. The subject 'Knowledge Management and Intellectual Property' provides us with insight into the possibilities of our active collaboration, where, as legal or physical persons, we engage in economic and economic legal transactions and protect our reality, our business, our economic or other capital company. Just as in the business world, in project management, the law provides a foundation for secure operations, which we must use and be prepared for all the pitfalls that await us in business. It is necessary to protect trademarks, brands, and business, through which unnecessary activities may arise from those who want to exploit our knowledge and ability for themselves or someone else.The master's thesis explores the pivotal role of trademarks in brand communication with consumers in the modern business environment. This study investigates the evolution and revolution in how brands communicate, aiming to understand how new trends shape brand identities. Special attention is given to strategies for developing, safeguarding, and leveraging trademarks, along with an exploration of the challenges that organizations face in preserving their trademark rights, including legal frameworks, counterfeiting risks, and other issues. Through in depth analysis, this thesis provides practical insights and recommendations to companies, brand managers, and policymakers to develop effective trademark strategies and implement best practices in the contemporary business environment. The goal of this research is to contribute to the existing body of knowledge on trademarks by offering relevant insights into strategies, challenges, and trends that assist companies in increasing the value of their trademarks and adapting to the ever changing dynamics of the business world. By analyzing this thesis, organizations will be better equipped to understand how their trademarks impact their business performance and how to adapt to the demands of the modern market.