The undergraduate thesis deals with communication and culture as important branding principles. Communication is an indispensable part of everyday life, and culture is an indispensable part of life in general. Nowadays, it is all about trying to make a brand, and without the good knowledge of communication and culture the chances of success are not great. The style of branding in relation to the past has greatly changed, and just the change in communication and culture is responsible for it. New media and social networks have become part of our everyday life and new ways of communications between the company and the customer are coming. Communication becomes more personal, so more and more customers are turning to “you‘ instead of “You“. For this, the most deserving are social networks where the communication itself is more relaxed and accessible. There are great changes in culture and identity, especially in younger generations that take the means of communicating from their idols, so-called. Influencers on social networks. Less and less young people are familiar with their culture and values, which vary from place to place. Under the influence of these changes, there is a change in the way products are branded, companies are increasingly investing in creating experiences, adapting to customers who are insatiable and less loyal. In contemporary communication, everything is about visualising, and companies are increasingly focusing on visualization and presence on all social networks led by digital marketing professionals. In order to reach their customers, companies must be familiar with the history, cultural heritage, and language of the people they are addressing to.