A good brand image is very important in the modern world, but building a good image is not an easy task. It is necessary to constantly develop the brand, listen to the needs and preferences of consumers and follow market trends. Maintaining a good brand image is the main goal for companies. In this way, companies can more easily reach new consumers, more easily retain 'old', loyal consumers, differentiate themselves from the competition and ultimately have a higher profit. Every brand, if it wants to be successful, should be memorable, meaningful, attractive, portable, adaptable and protected. In doing so, companies must take care of four elements of brand: brand identity, brand image, brand purpose and brand value. Brand identity is the core concept of the product, while brand image is the perception of the brand in the minds of consumers. The purpose of the brand should be to maintain the mission and vision of the company, while satisfying the needs and preferences of consumers. Brand value is first created by companies, adding additional values to the basic product, such as different packaging, appearance, unique quality, special image, and the like. If a company nurtures a relationship with a consumer, further brand value is created by consumers through the ways in which they express satisfaction with using a particular brand. Finally, the case study investigated two brands of sports clothing and footwear – Nike and Adidas, as leaders in their industry. The management strategies of these brands were researched and the ways of maintaining consumer loyalty were analyzed.