Contemporary society and international economics are under the influence of brands. Today, they take on a numerous functions, both from the point of view of the impact on the business side and the consumers. The same can be said for the trade marks that are more and more present at the international market. Trade marks are instrument of identification, information tool, but also way of the market research. They help to build loyal relationships with consumers and assure the ability to improve competitiveness of the comany. All benefits brought with simplicity are considered in the process of creating a product. Although trade marks impact to generally lower price, they are not necessary reflected to the products of the lower quality. Trade marks, as well as global brands, brings to customers a certain quality assurance, they reduce the risk of buying, but also affect their emotional component. The weariness of the consumer brand is determinative of his purchasing power, economic strenght.