The product branding strategy is a plan that includes specific and long-term goals that can be achieved with the development of a successful brand, ie combined components of the company's character that make it recognizable. A well-defined and implemented marketing strategy affects all aspects of the business and is directly related to the needs of consumers, emotions, and competitive environments. Therefore, it is important to direct the consumer's attention to a product that can meet all his needs and desires. The subject of this paper is to define the basic characteristics of the product and branding that directly affect the effective positioning of the product brand among consumers. The paper also focuses on the analysis of Instagram used by two world-famous brands - Starbucks and Nike, how consumer habits and preferences are explored, the brand's engagement on social networks, understanding modern trends, positioning productivity, and the similar. The research was proven based on a case study within a given time frame and according to the given criteria. It follows that the analysis of the Instagram profile of Nike and Starbucks includes the analysis of technical characteristics, content / thematic analysis, and analysis of interactions on the profile. Consumer habits have changed over time and reached a new level, and also consumers choose special attributes for individual brands. Starbucks and Nike have successfully differentiated into the market and gained a reputable name, so it’s no surprise their ability to position and create value in the minds of consumers.