The diploma thesis is focused on the perception of the selected brand and product by customers and the suggest online marketing activities of the company to build relationships with customers. In the theoretical part, we defined the customer, digital marketing communication, corporate identity, branding and positioning. In the practical part, we characterized the product, price, brand and market in which the accommodation provides services. Than we prepared two types of questionnaires. The first one was about how current customers perceive the service and the second one was aimed on potential customers. Based on this information, we created marketing personas and prepare a marketing calendar for online activities. In the end, we created content for each person, which coul be part of the company´s online activities.