The decline in demand for products and services in the contemporary, sharpened competitive environment has been recognized as a research problem. In accordance with the research problem, the subject of the research is an analysis of factors that affect the long-term endurance of the brands. The aim of the research is to identify the key factors affecting longterm survival of brands and the extension of the life cycle. In this context, the role of customer relationship management with the Croatian brands Cedevita, Vegeta, Startas and Mikado is also identified. Primary and secondary data sources have been used in this paper. The research results show that the brand's endurance is influenced by the implementation of the concept of customer relationship management. This concept is the basis for recognizing customers´ needs and applying the strategy of innovation and renewal of existing brands. Its trying to keep existing customers, by developing a relationship of loyalty that has a long-term positive impact on business efficiency as whole. Customer relationship develpment is a strategic tool and a proccess which meets company with the customer consumption habits and behavior, it also generates a metric of marketing profitability with an emphasis on customer retention rates and customer loyalty control. The product's life cycle is shortened due to two factors. Those are the technological advances (innovations) and the environment which is characterized by the strong competition. In order to have brand innovation and revitalization one has follow the principle of balance. Brand indicates identity consistency. Branding strategy targets to gain customer trust in products and services. The basic prerequisite for confidence development is knowledge of the inner identity and development of perception and brand awareness. Brands „Vegeta“ and „Cedevita“ survived because they developed new tastes and new visual identity of their products. „Mikado“, a chocolate producing company, has the same characteristics as „Cedevita“ and „Vegeta“ but didn't successfully combine innovation capabilities with other marketing communication aspects. Survey participants have not develop significant brand awareness of Borovo factory's brand „Startas“.