In this graduate thesison on topic Marketing and communication strategies of modern business communication, the most important segments for creating a brand and achieving competitive advantage with the help of strategies, image building and reputation to market positioning will be discussed. The strategies, which will be described in detail, enable the precise definition of the path that will enable the economic entity to reach the desired market position in accordance with its culture and the state in which it finds itself as a starting point of analysis. Considering the position of a particular company and considering those decisions that need to be made, and are related to the near and distant future of the company. In order for marketing strategies to be clear in the chapters of the paper, marketing goals will be covered, which must be short, clear, expressed in measurable categories or a short description, and reflect the task that must be fulfilled by the entire marketing operation. Strategy design requires managers, their associates, creativity, the potential to recognize or create a “big picture,” as well as good analytical skills and intuition. Throughout the paper, the importance of competitive advantage as a basis for above-average business in the long run is sustainable. Porter's models of generic strategies, market positions and product life cycle as well as corporate strategies will be defined as the highest hierarchical level, ie the level of the entire economic entity. Business strategies, which will be mentioned, represent a concrete implementation of corporate strategy by individual business areas, while the functional strategy is a concretization of business strategy, and thus indirectly corporate strategy, by individual business functions of the economic entity, including marketing. The goals of strategies must be achievable and strategies and measures enforceable. Marketing strategies could not be successfully implemented without communication strategies, and the paper will focus on the most important segments of communication. The communication strategy defines which target market we are addressing, what are the basic communication messages we want to convey and how they are expressed, through which channels we will distribute the message, and at what dynamics. The reasons why people decide to communicate and what their purpose is will be discussed, because the higher the level of communication, the more complex and sensitive the communication process. Four basic functions within the group will be mentioned and how marketing is not the only purpose of advertising. It is important to define the identity of the corporation, the sum of its tangible and intangible elements that make the organization specific as well as reputation and image as a combination of expectations, perceptions and opinions about the organization, created over time by employees, suppliers, investors and the environment. on organizational characteristics and its behavior. The paper will explain why it is considered that the most important function of marketing today is building a brand and what are the advantages of the brand that arise from its presence in the subconscious of consumers and users, or the ability to remember and recognize it. Brands have their value in the market, but few companies know how much their brand is worth. It will be explained why the brand is a physical manifestation of the promise. The main component of marketing and communication strategies is certainly the positioning to which he will dedicate himself in this paper. Positioning is influencing the way consumers perceive the characteristics of a brand in relation to its characteristics and the characteristics of others with whom we compete and is essential for understanding all marketing processes. It will describe how to create the desired images of yourself or your product or service in the minds of the selected target group, market segment. At the end of the paper, a comparative analysis of significant brands on the Croatian market in the segment of furniture production will be made. IKEA Group and PRIMA Commerc will be processed through defined chapters needed to understand strategies in modern business and will try to conclude whether the Croatian brand PRIMA can follow the business trends set by the world leader through its business and whether the Croatian manufacturer can jeopardize the world famous corporations. The paper will conclude with a conclusion obtained from the analysis of business entities from sources available on their platforms.