I have chosen the following literature, to investigate ” how to change a already established brand that is associated with petrol/oil to represent a cloth lifestyle for men” media, communication, advertisement, marketing and psychology. To achieve my aims, I have chosen a quantitative method in form of interviews, groupinterviews and already existing collection of fact. The sources to my paper (essay) have been an abstract of literature, information from Internet and interviews with Per-Erik Melin, owner of Koppartrans clothes and photographer Per Olsson. This paper has led to discussion about the brands function and area of use, the roll of communication in an announcement and human’s behaviour and effect of advertisement. Koppartrans have had use for buying the old Koppartrans brand thru the graphical profil with the K which has feet, wings and a head from a dragon. The old brand has a long history and it has already existed on the market. The goal with Koppartrans advertising is to make a lifestyle for men in the age of 18-30 years, especially from the big cities. Koppartrans clothes are also represented in the international market. To wear Koppartrans clothes should create the feeling of being “unique”. The message of the advertising has been received by the focus groups. They all agree that Koppartrans brand is a new fashion for men. The focus group thought that the way to dress today is to construct a picture of oneself. Koppartrans has marketed their message through Internet, phone, fax, fair, press, and thru salesmen of Koppartrans clothes.