Theme of this paper deals with creating consumer loyalty to a particular brand, and as an example I have taken the iPhone. Throughout this paper I will try to explain what affects the consumer and his decision to buy a product, how and why all consumers decide to remain loyal to a certain brand. Attitudes have an important place in consumer behavior, as they are the central component of the decision structure of each individual. The concept of the decision, apart from attitudes, includes knowledge, beliefs, human values, opinions, image etc. Because consumer behavior is a function of thought state, and attitudes are the underlying function of this state, it results that consumer behavior is also a function of attitudes. Although the results of the research did not fully support this hypothesis, most authors agree that attitudes are very important variables in determining consumer behavior. The brand is the one that creates a legend about the quality and reliability of a particular product. It is a long way from a regular company to a world-renowned interior. Also the logo as a trademark that consumers recognize plays a big role in recognition of a brand.