The advertising industry manifests itself as a variable and present phenomenon in our lives, being first of all a communication policy between producer, intermediary and consumer determined by its reasons, interests, skills, relationships and specific objectives. The penetration and increase of the importance of advertising determines the involvement of the most advantageous factors for producers, intermediaries, consumers but also for the whole society. The evolution of the brand is a small step in response to customer feedback, design trends, the market and internal changes.