The subject of this research is to examine the role of brand quality in building loyalty to a particular brand. The existence of the brand dates back to the ancient past, from the time of the existence of trademarks, Over time, its meaning and its value have evolved. Today, the brand is one of the most valuable assets for companies. For its successful business, marketing experts are in charge, who must follow new trends on a daily basis to develop the relationship between customers and the brand. Through various forms of communication, the customer makes the first contact with the brand and evaluates it as useless or useful for him. If the communication results in the customer's interest in the brand, the key step for the brand is that the customer perceives it as quality, in order to continue to dedicate their time to it and allocate their own money to it. Perceived quality represents the subjective feeling of the customer based on the purchase of a product of a particular brand. With the continuous delivery of quality, the customer gains confidence in the brand, the feeling that he can always be trusted and that by choosing it, he will get the expected benefit with each purchase. Only after building a certain amount of trust for customer can be said that he started building loyalty to a brand. Loyalty is the result of the level of quality, which was confirmed by this research. Built loyalty represents a competitive advantage for the company, in way that a loyal customer will always give preference to the product of the preferred brand in a sea of similar ones, in addition to all other future purchases of other lines, he will always give priority to the brand he trusts. Aware of the importance of having loyal relationships, companies led by their marketing experts need to develop new ways and techniques to gain loyal customers.