This paper talked about brands, Croatian word for brand is “marka”, but for the purposes of this paper, we will use the English name brand. “Marka” is not a good translation of the English term brand. “Marka” or brand, is an effort to make a manufacturer label its product or service to distinguish it from the competition, or similar product. By marking or branding a product, the consumer can know who produced it, and have a certain quality guarantee that the manufacturer guarantees with his trademark. The paper explained why the brand is important in today’s business, and in the later part of the paper, it will analyze the top hundred brands according to the list of “BrandZ” portal. Furthermore, the paper looked at the relationships and changes in the business of the largest hundred brands in the last ten years, and trough changes in the rating of brands and their relationships on the list of the 100 best explained global changes in the business world and business in general. The paper followed the expansion of new brands, and the state of older brands that traditionally hold a place among the top 100. The analysis of the work will make it possible to establish the changes that are taking place in the business world, and how these changes, will be further developed in the future. By analyzing the world top 100 brands it is easy for companies, or entrepreneurs just starting business ventures, to predict the global trends, and act locally. Also by analyzing the top hundred companies in the last ten years, it is possible to monitor business trends and strengthening of certain industries and strengthening business in individual countries. This can provide insight in to possible good business investments in the future.