Brand is a key concept in marketing. The operations of numerous companies are concentrated on brand, which is the indicator of their strength or weakness and the measure of the succes or failure on the market. Brand is the most crucial factor that is taken into consideration when purchasing everyday products. The conclusion is obvious: brand products are purchased more willingly and consequently they contribute to the development of companies and the whole economy. Brands are the future for manufacturers and they guarantee their existence on the market that is full of foreign competitive brands.
Globalization, virtualization and the permanently growing competitiveness of economic environment determine several social and structural changes in an organization structure that are inevitably related to the changes in the employee-employer relationship. The transitions that occur in the economic and social areas evidently influence the attitude, objectives, values and behavior of employees on the labour market.