It is important for all companies to be seen on a competitive market. It’s all about positioning yourself so that you’re seen and that you’re are attractive for both customers and employees. A crucial factor to achieve this are how the brand are handle directly by the company it self and by the market. Establishing a brand on the market is not easy and it takes time to establish what the company stands for. To be able to succeed with this you need to have a strategy and a strong belief on the brand. Our theoretically contribution consist of the success factors that has been from the analysis. Proposal for further studies are a broader analysis with more companies and with customer surveys.