As part of this analysis, the process of product branding and the individua l associated. Today, a product encompasses everything that can be offered in the market to attract attention, stimulate repeat purchases, and establish relationships. In addition to the functional valu e of the product, emotional values play a crucial role in which consumers connect with the product. Emotional values also encompass the development of the image of all the stakeholders involve d. Secondary research of the development of functional and then emotional values of the product, including the branding process and image development, was conducted by reviewing available video content. Based on the analysis of video content, it was concluded that a high quality product is a necessary foundation for brand creation, and branding provides the perfect platform for marketing activities that shape the image. The success of a brand depends on planned and effective positioning in the consumer's awareness, which includes the image.