In this paper, we investigate Disney’s brand management strategy for its Star Wars franchise. We also provide an overview of issues arising in brand management in general, with focus on film industry. In addition, we comment on image-related issues of a film, concretizing on the example of Star Wars. We explore how the Star Wars brand evolved through history, and what business and brand management strategies they employed. The aim of this paper was to evaluate brand potential on the Croatian market. We have conducted this analysis in the research part of this work through a survey on a deliberate sample of 100 respondents. Respondents were asked to answer a set of questions about the brand itself and their movie-watching habits. More importantly, we have also aimed to find out how active Croatian filmmakers experience the brand, and which factors they consider to have the greatest impact on the experience and value Star Wars brings to the film industry. We have investigated the public opinion on Star Wars movies, as well as how and whether the price influences the decision to buy a brand product. We have explored the reasons why people go and see the movies in cinema and what attributes, concepts and characters they associate with the Star Wars series. Finally, we provide an outline of brand strategies and communication channel architecture, through which they promote their products. Supported by the analysis conducted in this paper, we conclude that product diversification coupled with targeted marketing and persistence brought Star Wars a considerable market share and large profits.