This paper explains the process of creating a fictitious brand on the Croatian perfume market called Arija and its branding. The term branding implies the process of making the brand different, recognizable and remembered on the market. The name Arija was carefully chosen, because in some Croatian dialects it represents air, while in Italian it means a melody or a solo song. Combining the mentioned meanings creates a synergy of freshness and harmony. The target group of the Arija brand is adult women and men between the ages of 20 and 80, with refined taste, fashion awareness and a sense of elegance. With its affordable price, the Arija brand is available to a wider range of customers. In order for the brand to become known to the public, measures would be taken to register the brand on platforms such as Startup Incubator and Startaj Hrvatska, these are platforms whose aim is to help people who would like to try their hand at entrepreneurship with creative ideas. Mentoring, financial assistance, education and access to workspace are just some of the services that the platforms offer. In order to increase market share and build relationships with customers, the brand's next step would be to place products on the shelves of popular drugstores throughout Croatia, such as dm, Müller, Bipa and Douglas. A recognizable visual identity is a key part of creating a brand, because it creates a good first impression and recognition among consumers. In the logo, business card and website of the brand, black and white colors would predominate because these colors create a feeling of purity, elegance and sophistication in people, and this is what Arija wants to be recognized by in the public. The last step in the work is brand advertising. Advertising would be done through digital and traditional media. Digital media includes social networks, of which Facebook, Instagram and TikTok are those on which the Arija brand would be active, activity on these social networks enables the brand to have direct contact with customers who can express their criticism or praise. The traditional media used would be television and newspapers, advertising on these media would increase the probability of brand recognition in the public. Also, street advertising using billboards and posters increases the probability of the public being interested in the brand. All mentioned propaganda materials are an integral part of this work.