The mission of creating and building a strong brand for a company active in the construction industry is not very easy, especially if that company is specialized in providing services of entrepreneurship. If for materials suppliers the general approach is simplified by the existence of a tangible product, with specific characteristics which can be highlighted in one way or another, when it comes to put in practice the promotion of abstract concepts such as timeliness, quality processing, ensuring a high sustainability level through a correct work etc. the specific tasks become quite complex. Of course, the major international corporations have invested significant funds, especially in the last two decades, to resolve this issue and enforce reliable brands which support the company's reputation both nationally and abroad. The concept of "goodwill" brings together key concepts for a modern company such as, for example, the intrinsic value of the brand, the scale of portfolio in terms of clients, developing harmonious relations with partners, promotion of advanced strategies for growing the own staff, possession of valuable technology patents. This is why goodwill constitute a very important asset in the current era, often, in the assessing process of a company value, this abstract element being very high appraised relative to other components of the patrimonial value. A strong brand is mandatory nowadays and requires to take on additional efforts to commensurate the impact which such action exercise over the market value of the company. The multinational companies are models to consider, these entities successfully implement such policies, surpassing, especially by reputation, the local competitors who don't pay due attention to the activities of "branding". Far from being a whim which can be ignored without negative consequences, the prestige on a given market, in the sense described above, will make the difference between competitors, inducing significant changes in the structure of market.