As one of the most valuable resources of the company, the brand is an important factor to achieving competitiveness and establishing a leadership position in the market. In the modern business environment characterized by increasingly demanding customers and intense competition for customer loyalty, without a strong and valuable brand company less likely to achieve the desired business results. In the area of service brand represents an unconditional promise of future customer satisfaction. It allows differentiation offers the company against competitors offer. From the perspective of consumers, the brand ensures safety when making purchasing decisions, it guarantees consistent and comparable quality. The brand is one of the ways of reducing the risk for the consumer to an acceptable level.