Products and services are the main reason for the existence of an enterprise, or an organization, whether it belongs to the public or private sector. They are the objects of exchange with consumers, but also objects that realize the mission of existence, as well as vision and goals. Consequently, their continuous development is of crucial importance for the organization's business and development. The contemporary time has imposed quite new trends in business and development concepts. It has affected the increasingly complex demand, but also the growing number of players and the more severe competition. Under such conditions, the development of new products is an essential process in organizations. Today it is increasingly considered as a market performance strategy. In addition, there is also a special influence on branding, which brings a series of transfers and links numerous processes. The role of branding in the development of a new product is reflected in the advancement of communication and customer relations, the development of consumer loyalty, competitive positioning and in a row. In the future, the importance of this process will be further intensified, precisely because of the number of advantages it brings, but also the importance of brands in the modern times.