Brand positioning becomes increasingly important in an information-saturated environment and because of high competition. In order to attract consumer, it is crucial to define which influencing factors and brand positioning components company should consider to create a differentiation from competitors and how to maintain sustainable business development. In article authors lead to the importance of values based approach in positioning process since correlation of the values is essential as well as understanding of future trends for successful business development. Scientific aim of the research is to determine and group the elements of brand positioning and justify the importance of values for their use in business and brand development. Findings: The correlation of values helps to perceive and accept the brand and creates long-term relationship between brand and stakeholders. Values are the main influencing factor of motivation, decision making and action (Active values). Conclusions: Active values are driven by core and espoused values, therefore brand positioning based on values is the key of successful brand development. Correlation of values determines belonging to a brand, stakeholders’ involvement and engagement. Knowing the trends of industry, companies through brand positioning can reach the deal already today having expectations about future - brands get closer to their target audience communities.