The subject of research of this final paper is the process of rebranding in the function of market positioning. Due to the exceptional importance of successful brand management within the operational business, the brand is defined as a relationship with the customer. The specificity of this relationship is contained in the emotional perception of brand characteristics, and thus every relationship among user and the brand is unique. The relevance of this relationship has been explored on the business example of the Mesna industrija RAVLIC. According to the subject and goals of this paper, four hypotheses have been set up, which were attempted to be confirmed by conducting empirical research and elaboration of the model proposals. In the introductory first and second part, the subject and objectives of the research, the hypothesis and research methods, the expected contribution are defined, and the structure of work is briefly described. In the third part of the paper, the theoretical perspectives, the importance of brand and branding are presented, and the fourth part defines the market research and the importance of setting the objectives of the research. The fifth chapter describes the variables of a market segmentation. Chapter six gives a theoretical overview of the importance of communication through advertising with emphasis on the creative component of the message. The research methodology, the results of the conducted empirical research and the analysis of the business case on the example of rebranding of Mesna industrija RAVLIC are given in the seventh chapter. The eighth chapter contains the results of checking hypotheses and recommendations for future research. On the basis of summing up the results of empirical research, hypotheses have been confirmed. The final chapter of the paper summarizes the conclusions.