Than the broader sector it occupies, the greater the need arises in the study of consumer preferences and finding the means to it in the development of brand platform – it’s measure the dynamics of the brand. How is it done? Developing brand platform is based on market trends, competition and communication includes a description of the target audience and consumer preferences, the key characteristics of the product and the brand. This is usually a fairly long process, because its results are based on a number of marketing studies involving groups experts to examine in detail both the demand and supply in this niche. Developing brand platform includes creating the position of the brand and the concept of brand image. The first – a statement of the main ideas of the brand (Definition wants, satisfied by brand attributes important for consumer brands, unique criteria for the position, the wording of key functional and emotional benefits). Second – is the development of creative embodiment of the idea of positioning (creative arrangement ideas marketing positioning the language user, the description of the nature of the brand and the visual realization of the idea of positioning in associative images) What does a customer? Finally, after studies and their understanding and interpretation, the customer must obtain two main documents: a description of the nature of the brand and concept boards. Moreover, the description nature of the brand should be as understandable to the manager of the company, to push the brand, even if it technical education, and should be accessible guide to managing the brand portfolio. On my practice, this document is a compilation of often vague statements of Freud and Jung Propp and then the whole company’s marketing department full staff scratching their heads over how to create a “visual representation of the archetype self, “or as a consumer to demonstrate that” the hero gets special knowledge by acquiring a magic elixir in a broad sense Concept boards – it is visible realization of the idea of positioning in associative.