In the business world, all companies owners think of their growth and development. Concerning the survival on the market, it is no longer sufficient for companies to only gain profit. It is necessary to be innovative, to introduce and create new ideas, products and services, in order to secure the future of the business. Creating new content does not only refer to new products, but also to new business and production strategies. The aim of this paper is to examine, analyze and interpret the possibilities of introducing a new brand on the example of a medium-sized Astrotex company. With the aim of estimating the optimal path for development of the company, the internal and external factors that influence the performance of the company itself have been explored and observed. The idea to analyze the procedure in such way is based on the company's current performance and the need for new business ventures and strenghtening of recognizability. The aim of this paper is to elaborate all elements that in theory and practice influence the introduction of a new brand on the market. The theoretical notions related to the creation of competitive advantage are outlined in the paper, as well as the concept of a brand in textiles. Also, the strategies for creating a new brand are explained. After the theoretical part, company Astrotex has been described and analyzed, with accent on the current performance and potential. Based on the theoretical concepts and analysis of the company, the analysis of the textile market and the very branch of textile were made with the aim of recognizing the essential elements related to the introduction of their own brand. The Astrotex company can be distinguished by a strategy of differentiation in terms of delivery and product quality and brand name, as well as firmly established production and distribution that has already been formed in the current business.