Today, it is the most important thing to survive on the market, and this can only be achieved through the sale of products or services. Numerous new companies are opening up every day, and just as many of them are dropping out of business, all with the aim of selling products and services. Business would not be possible without the consumers, which allow the trade, purchase and sale products and services. Manufacturers use a number of tactics to attract consumer attention and encourage them to make the decision to purchase their products. These tactics include music at retail sites, smells to make consumers feel comfortable, offer tasting products, use visual effects and colors, and all of this to attract as many consumers as possible. But above all, it is necessary to have a corporate identity, which represents a set of features by which a certain company is recognizable on the market and represents the character of the business itself designed to be in line with the achievements of that enterprise as well as the goals set. Market recognition is one of the main features of survival. It is necessary to create the best possible picture of yourself in the eyes of consumers, listen to their wishes and needs, and work towards the goal of fulfilling those desires and needs in order to gain consumer loyalty, so that they do not turn the competition. Quality communication with consumers and good marketing strategy are needed to bring consumers a positive purchasing decision.