The following study aimed to determine if the perception of the H.Stern´s clients and the positioning strategy of the brand are the same. For the achievement of this goal, bibliographic and documentary researches were conducted for theoretical basis and recognition of the company. Besides that, a field research was carried out in order to identify which values the company uses to mark its position and which of them the customers do realize. The survey collected data through interviews with company employees and clients, whose opinions sometimes diverged, sometimes agreed, reaching moments of unanimity.