This thesis explores the importance of positioning strategies, building a strong identity, attracting target audiences, and achieving long-term success, with a particular focus on the example of Atlantic Grupa, one of the most prominent regional food companies. The thesis is based on an analysis of marketing theories and practices that enable companies to develop a recognizable brand identity, effectively position their products in the market, and achieve long-term competitive advantages. The theoretical framework of the thesis encompasses key marketing concepts such as brand positioning, identity building, market segmentation, and strategies for attracting target audiences. It examines the methods companies use to build a strong brand identity, including the development of unique values, clear communication with consumers, and adaptation to market changes. Special attention is given to the role of marketing in creating emotional connections with consumers, which plays a crucial role in long-term success. The thesis also investigates how positioning and identity-building strategies impact competitiveness and sustainable growth. Using the example of Atlantic Grupa, it demonstrates how consistent positioning and a strong brand identity can help attract and retain target groups, as well as achieve business success in a dynamic market. In conclusion, the thesis emphasizes that successful positioning, which includes a clear brand identity and a strategic approach to target consumers, forms the foundation for the long-term success of any company.