Intellectual property is the main competitive advantage and added value of any organization. Intellectual property is considered as an important asset of every organization and a key element in the creation of business plans and the business strategy, therefore it needs to be managed responsibly. Given that production is a major driving force of any society, and preserving, increasing and improving domestic production increases the competitiveness of not only organizations but also society as a whole, it is important to encourage organizations to legally protect intellectual property, and thus to brand quality products and services by protected quality marks. Labeling of products and services with quality marks has a long history and economic significance of protecting products and services as well as production. This is precisely one of the reasons why the Croatian Chamber of Economy (CCE) launched a project in 1995 to visually mark quality Croatian products and services with the HGK quality marks "Croatian quality" and "Originally Croatian". Through the labeling system, the recognizability of quality Croatian products and services was achieved as a result of investment in quality, development and improvement of organizations. The paper analyzes the visual impact of labeling Croatian products and services with quality marks on the competitiveness of Croatian products and services. Visual labelling is designed to clearly recognise products and services and confirm their superiority in the market. It also serves as proof of their top quality and the value for money received by the buyer of such a product or service. The paper analyses the following concepts: quality, quality history, standards, branding, intellectual property, quality management and the impact of ISO 9001 on the business operations in the organisation. It also deals with the influence of individuals working in the field of quality standards, whose contributions have enabled a better understanding and application of quality in organisations. The continuity and recognizability of quality labels have encouraged the CCE to upgrade the branding of products and services. Therefore, this paper describes other CCE projects that promote quality, recognizability and the Croatian identity and impact consumer awareness. Considering that intellectual property is an essential resource of every organisation, the State Intellectual Property Office protects the CEE's quality labels as warranty labels. The paper also describes the concept and significance of warranty labels (trademarks) which promote Croatian products and services.