This paper analyzes the process of brand management for the electricity sector of the Republic of Croatia. The concept and the emergence of the brand were processed and it is defined what the brand represents in the process of positioning the company in the area of products and services. The ways of measuring the value of the brand were also analyzed. Since eletricity market in Croatia has been opened in 2008, brand management in this sector is relatively new concept. For years electricity sector has been a vertically intergrated monopoly which was state owned. In fact, there was no real need for marketing activities. Therefore, the work has described ways in which the Croatian Electricity Company (HEP) (as holder of the supply and distribution activities), and other important suppliers are presented to their customers. Hypoteses defined in this paper have been proven by collecting primary and secondary data sources. Hypotheses were based on the assumption that electricity customers in Croatia are not familiar enough with the process of the market opening, and the claim that the process of brand management successfully came to life only in a few major companies operating in the market. The paper found out that the Croatian Electricity Company maintained the largest number of customers, and is positioned in the domestic market with the most recognizable identity. Reasons for such positioning can be found in the consumer preference for domestic companies, as well in elements of national identity that HEP has used in its promotional activities. In addition to the already mentioned Croatian Electricity Company, noticeable results in the electricity market were also reached by the german company RWE and slovenian GEN-I. However, in recent times Croatian Telecom (HT) has appeared in electricity market, diversifying its business from the core activities