Modern brand management represents the integrated management of all contacts of the brand with the consumer. Brand is also an instrument and a subject of market communications. Inthis respect, it is necessary to harmonize the different forms of communication with the company’s defined brand strategy. Authors put forward the hypothesis that the appropriate choice of the communication resources and the message sent to consumer are in direct positive correlation with effects that can be produced to existing and potential customers in order to stimulate the purchase. The ultimate goal is to devise a communication method (message) which would be adequately understood and received in theappropriate environment and that would produce the desired effects for the advertisers.