In this paper the author defines brand, necessity of brand strategy creation as the crucial factor prior to any market appearance while supporting his thesis by the Osijek’s lega-lega case study. Along with the theoretical part that define s terms such as brand, image and product, this paper engages with the precize description of communication and its importance, especially with integrated marketing communication being inseparable part of brand strategy as well as communication mix. Case study of lega-lega brand accurately describ es all steps of one brand creation, from the very first idea thought and brain storming, market research, target audience media habits to finally setting the brand alive, i.e. going live at the market along with the integrated marketing communication. Theoretical frame of this paper in its initial part, defines terms such as brand and branding, as well as detailed analysis of the basic strategies and brand management. Further more, terms such as the image, development and the image importance are being defined as well as. Finally, last but not least the significance of the communication and marketing strategies are stressed and defined, including both integrated marketing communication and marketing mix. Methodological frame encircles the case study of lega-lega brand development and market positioning, along with the clear definition of the object and tasks of the research and determination of the research question.