branding strategies. Brand strategy: concept, definition, creation, goals, targeted advertising, tasks, formation and support of the company's image What comes first brand or strategy

Brand strategy is to manage production, distribution, communications and economic structure in order to develop a stable perception of the brand by a certain group of consumers, and thus ensure the maximum frequency of choice of it.

Theoretically, the strategies of international and national branding are not much different from each other. Both should aim to build the strongest possible brand through the development of its core values. In reality, there are special aspects in international brand management.

There are several approaches to the classification of international branding strategies. According to the authors, it is most optimal to divide the vast majority of international branding strategies into four main categories:

• 1) global brand strategy - a single global brand for each new country;
• 2) a double standard, when a uniform international strategy is applied, different from the strategy in the domestic market;
• 3) transnational brand strategy - a common approach to brand promotion in all countries with a significant amount of local adaptations;
• 4) multinational brand strategy - comprehensive adaptation to each new market.

Each of the strategies has its own advantages and disadvantages, as well as certain conditions in which it is worth or not to apply this or that strategy.

Global brand strategy not very common, but more or less rigorously used with success by some companies and brands, such as Coca Cola And Marlboro. Of course, there are many more global brands in the world. It's just that there are still blank spots in the understanding of global and international brands. Here is how you can determine with some degree of certainty what is global brand:

• - basically the same product or service with slight variations ( Coca Cola, Guinness);
• - has an unchanging essence, individuality and dignity ( Sony, McDonald's) ,
• – uses the same principles of strategy and positioning ( Gillette) ,
• - offer the same assortment ( Avon) .

Companies that use a global strategy do not adapt their branding concept to possible national differences and use the same brand name, logo and slogan all over the world. The market offer, brand positioning and communications are also identical in all markets. Standardized brand operation leads to significant economies of scale in terms of brand investment.

The popularity of the global brand strategy is facilitated by a number of factors operating in modern society, for example, the internationalization of lifestyles and the declining role of national traditions and customs, the development of common standards and international business, the emergence of global information networks and communications, high consumer loyalty to global brands.

The first thing that is necessary for the implementation of this strategy is a thorough study of the strategy itself, taking into account practical skills in developing implementation mechanisms. On the one hand, this helps to avoid mistakes, on the other hand, it provides support for personnel in foreign branches. Definitely, this strategy is more suitable for a large brand than for a small one. In addition, it is necessary to have a large domestic market in order to draw resources from where to develop and support a global strategy.

Observations of successful global strategies show that if brand features are closely related to the actual or imagined lifestyle in the brand's host country, then such a strategy is easier to implement, and there are more reasons to choose it. Coca Cola is still strongly associated with the American way of life, and the cowboy Marlboro tunes to a certain style, albeit more cinematic than real.

In addition, the global brand management strategy of an international company appeals to universal human values, allowing the brand to be a leader in many countries. For example, Coca Cola emphasizes the value of human communication, which is universal in all languages ​​and in all countries.

The global strategy is well suited for product categories where there is a lot of similarity among buyers from different countries. These are categories such as electronic equipment, the highest sectors of the fashion market and art objects.

Despite the fact that this strategy has a number of advantages, the disadvantages and limitations of this strategy are also present (Table 11.1). An example of an unsuccessful use of this strategy is an attempt by a company Procter & Gamble run anti dandruff shampoo head & Shoulders in France, using exactly the same marketing mix and positioning that enabled it to succeed in the UK and the Netherlands. However, this policy did not bring results.

Table 11.1

Advantages and disadvantages of a global brand strategy

Advantages	Flaws
Global brand strategy
- economies of scale; – Savings on the development of marketing campaigns; – Ease of brand management; – Simplification of marketing activities; – Huge value of global brands	- Differences in consumer preferences between countries are not taken into account; - Sometimes cheaper and it is more efficient to run local campaigns than to tailor ads to the local market
Global brands versus local brands
- Attractiveness; – Innovation; – Uniqueness; – Fun; - High quality; – Fashionable; – benevolent	Lack of values ​​related to health; Lack of reliability and trust; Lack of operational reliability

The problem was that the company did not take into account one characteristic of this market that was not observed anywhere else. Consumers bought anti-dandruff shampoos from pharmacies, which served as a guarantee of the effectiveness and efficiency of the treatment, a head & Shoulders sold mainly in supermarkets. In addition, in France, the presence of dandruff is perceived as a social problem, no one should point a finger at it as a sign of condemnation, on the contrary, one should sympathize with the person and his problem. But the advertising campaign Head & Shoulders, which had previously been successfully carried out in Holland and Great Britain, did not take into account such sensitivity of the French to this issue.

Such failures cannot, as such, be considered evidence of the failure of the global brand strategy, as one can observe the worldwide success that companies such as Dell, Sony, McDonald's And Volkswagen.

The second category dual strategy, common among companies with a developed market but a more cautious approach to international branding. The duality lies in the fact that although the visual appearance of the product and the basic values ​​of the brand are the same, promotion in the domestic and international markets is carried out in different ways. In particular, this is manifested in the emphasis on various aspects of the value of the brand. For example, in the case of Volvo the core values ​​are "car for the whole family", "safety" and "driving experience". The duality manifests itself in different attention to these aspects in different markets. In some places, for example, the driving performance of a "driver's car" is valued above all else.

transnational brand strategy, adaptation within acceptable limits, most suitable for product categories with developed local traditions. It is somewhat similar to the dual strategy, but the willingness to adapt the brand in this case is higher.

Companies using this strategy develop customized branding concepts for all foreign markets in which they operate. Not only the brand, but also the market offer and marketing activities are specially adapted to local conditions. However, the brand's corporate concept remains visible and acts as a framework to guide local adaptation within its boundaries. At the same time, the company can position its brand differently and use adapted pricing and product policies. The transnational strategy is designed to best serve national needs. The negative points in this case are the high capital investment required to meet these requirements, as well as the lack of benefits of standardization.

Vivid examples of companies practicing this strategy are Danone And Unilever. Company executive director Danone F. Ribud states: "Our goal is not to develop brands that are number one in the world, but to create brands that become number one locally with global world concepts / products" .

Based on this strategy, an interesting trend is formed. In multinational companies around the world, management proudly presents numbers that prove that their brand is perceived as local. One of the most striking examples of such products is coffee. This is an example of a product category in which people take pride in their regional or national identity. Italians prefer Italian coffee; the Austrians consider their own, Austrian, to be the best; Scandinavians are sure that no one in the world prepares coffee better than them. It is unlikely that consumers will become passionately fond of a brand if they find out that it is not their "home" brand, but part of a large transnational operation. Therefore, it will be much more productive to adapt the strategy and position the brand as local, as consumers see it.

The fourth option for an international organization's brand management strategy is full adaptation. This strategy is also called multinational brand strategy . This strategy is characterized by a comprehensive and complete adaptation of brands, market offers and marketing activities. It is aimed at various domestic markets - nations or regions. Companies sometimes have to adopt a multinational brand strategy due to market regulation and external circumstances. In certain markets, full adaptation to local conditions is inevitable. For example, in some countries legal services can be promoted through communication tools, while in others it is prohibited. Applying a multinational brand strategy is most appropriate when a company faces high pressure to meet local requirements.

In addition to the strategies listed above, there are specific strategies for managing the brands of an international company. For example, companies that operate in international markets without extensive adaptation of their market offerings, brands and marketing activities to different local conditions use international brand strategy . This strategy is suitable for companies whose brands and products are truly unique and do not face any serious competition in foreign markets, as is the case Microsoft. In this case, internationalization has nothing to do with cost pressures and economies of scale, the main drivers of global brand strategy.

In addition, there is another alternative strategy - opportunist strategy . An opportunistic approach means that every decision in relation to a particular country or market is made with the expectation of obtaining the greatest short-term result. At first glance, this strategy may seem silly, but in practice it often brings success. In a sense, the opportunistic approach corresponds to the classic marketing canons, requiring full adaptation to the situation in each specific market.

Despite the diversity of international branding strategies and approaches to their classification, one can single out the main factor that underlies this division. This is the degree of globalization or localization of the brand. Each company must find its own balance between localization and globalization of its branding policies.

Research confirms that brands in product categories such as food and retail, which most reflect the cultural traditions, tastes and habits of the local population, first of all need serious adaptation. Minimal adaptation, on the contrary, is necessary for the computer, software market. The percentage of people who prefer local brands to global ones differs from continent to continent (Figure 11.2). The optimal adaptation strategy, if necessary, will also be different.

In addition, traditions and culture tend to matter more to older, lower-income consumers than to younger, wealthier consumers. Accordingly, brands targeted at the first group of consumers should be more adapted than those that are more focused on the second group.

1. Development of a clear positioning and formation of a single image of the future brand.
2. Formalization of a vision for the development of your brand or business as a whole, which is extremely necessary for the effective work of top management and all company personnel.
3. Setting clear goals and creating a "road map" for brand development - a tactic for implementing the planned strategy.

Key components of brand strategy

The basis of the strategy of any brand is the definition of key basic elements, without which the development and existence of the brand is impossible: the essence of the brand, USP and brand promise, target audience, brand benefits, communication strategy.

1. Brand concept. The brand concept describes the functional idea underlying the brand, determines what actual needs of society the brand will solve, what are its uniqueness and novelty, which predetermine the popularity of the brand.
2. The target audience. A clear description and segmentation of the brand's future consumers, identifying their true needs, interests and problems will allow building a truly strong, effective brand strategy.
3. Brand Unique Selling Proposition (USP). A functional solution, service or other revolutionary offer that differentiates your brand and qualitatively distinguishes it from competitors, which makes your product irreplaceable.
4. Brand communication strategy. Determination of the most effective communication channels for your target audience, the formation of effective communication messages, as well as the entire visual and communicative image of the brand, including the development of the name, logo and corporate identity of the brand.
5. brand value proposition. Formation of a complex of rational and emotional benefits of the brand, representing the maximum value for its target audience.
6. Brand Strategy Implementation Tactics. Development of a set of tools and techniques for the practical implementation of the developed brand promotion strategy.
7. Measurement, KPI and control. Development of an individual measurable system of performance indicators that will allow you to control the implementation of your brand development strategy in practice.

The market is full of various products, the level of competition among companies is increasing every day. And by offering the best price, the highest quality, no one will be surprised. The most thorough analysis of customer needs is needed to create the best product offer, improve the company's image and increase consumer confidence in it. The reality is that without a whole range of marketing moves it is impossible to create a competitive brand.

Brand definition. The concept and purpose of brand strategy

A brand is a set of elements whose purpose is to make a company easily distinguishable from others and give it individuality.

A brand strategy is a plan for creating, developing, bringing a brand to markets, which promotes goods and services, increases profits and attracts the attention of customers. Constant monitoring of consumer needs, familiarizing them with a new product - this is the main goal of strategic branding.

Building a Brand: 4 Essential Strategies

In marketing, it is customary to distinguish the following strategies:

Strategy Creation Process

The main stages of developing a brand strategy are:

Brand Development

Creating a brand that is resistant to market fluctuations is not an easy task even for professional brand managers. It is even more difficult to make sure that the product can hold the attention of the consumer for a long time. To do this, it is necessary to continuously develop, apply and improve the brand development strategy.

Brand development is a set of measures aimed at increasing brand equity by reaching new markets, introducing new products and advertising them. Those. this concept includes a set of tools that allow you to achieve an increase in the level of the brand.

Usually there are 2 strategies:

• brand stretching;
• brand extension.

Brand stretch

Appears when a new product is launched, while the consumer group, product category, product purpose, brand identity remain unchanged. Only one indicator does not change: consumer benefit. This is the most commonly used brand development strategy.

For example, the company produces a face cream with lotus extract. The line of creams is replenished with a cream with lotus and ginseng extract. The product (cream) remains unchanged, but the consumer benefits from the ginseng supplement.

Stretch types:

1. Change in the volume of packaging (powder is available in packages of 1.5 kg, 3 kg, 6 kg). Meets the needs of different categories of consumers.
2. An increase in the quantity of goods at the same price (three toothbrushes for the price of two).
3. Update of product packaging (coffee in a glass jar and in a tin).
4. Changes in composition, taste, etc. (yogurt without additives and yogurt with cherries).
5. New product quality (packaging of familiar pasta, which is printed with a cooking recommendation from a famous chef).

The use of this type of brand strategy, such as stretching, is designed to meet the needs of different categories of consumers and satisfy their needs.

Brand extension

Brand extension is the consolidation of a brand and its application in a new segment. For example, a women's face cream brand is launching a men's cream to reach a male audience. This is the extension.

Types of brand extension:

• the release of products that complement the main product (the release of toothbrushes in addition to toothpaste);
• coverage of a new segment (a company that produces children's educational games is launching the production of board games for teenagers, thereby attracting a new type of buyer);
• use of the product in other conditions (most often this brand strategy is applied to clothing. Sneakers are sports shoes that can be worn in everyday life);
• a new purpose for the product (release of chewing gum with a whitening effect for teeth, i.e., in addition to the usual function of chewing gum (cleansing teeth), whitening is added);
• replacement of the product with another one with similar functions (the buyer is offered to purchase a gel with a repellent function instead of an aerosol against mosquitoes).

Brand promotion

Brand promotion is a multi-tasking process that involves the application of a large number of marketing strategies.

The main objectives of brand promotion are:

• increasing consumer attention and increasing brand awareness;
• Improving the image of products and customer confidence in them;
• strengthening competitiveness;
• development of the sales system.

Effective promotion strategies:

1. brand. Any brand promotion strategy needs to analyze the opinions of consumers about products. The best way to do this is to communicate with the consumer. Feedback "producer-consumer" allows you to achieve the following tasks:

• increasing customer loyalty to the product;
• communicate useful news to the consumer;
• make changes to the product in accordance with demand;
• achieve the expectations of the target audience about the product.

The main features of the communication strategy are:

• Time limit (the dates of the beginning and closing of the strategy must be clearly defined. During this period, all tasks must be solved).
• The presence of an idea that the manufacturer would like to convey to the consumer through his product.
• Development of methods for conveying the idea to the consumer.
• Availability of space for communication with the consumer (shops, events, Internet, etc.).

2. Brand positioning. The strategy is a set of measures for the presentation of goods on the market. Positioning includes such necessary attributes as creating an image of the product, packaging, advertising, etc. The main task of positioning is to create positive associations with the consumer when mentioning the product. In addition, the correct positioning allows you to highlight the product from the total mass of similar products, create an image for it.

The positioning process can be divided into several stages:

1. Marketing research of consumer opinion, which should provide information about the perception of buyers of the product.
2. Analysis of competitors and their offers, which will reveal the strengths of the product, determine its competitiveness.
3. Brand image development.
4. Conducting an assessment of consumer perception of the new brand.

Image

Brand image is the point of view of consumers about the company's product, its quality, as well as all the associations that may arise when mentioning the product.

Image building is part of the brand management strategy. Any brand, brand, regardless of desire or unwillingness, has an image. It consists of the opinions of consumers of the product, their reviews and comments.

In order for your product to continue its life after creation and succeed in the market, it is necessary to develop a brand promotion strategy.

Trademarks or established brands eventually lose their positions in the market, despite the approved high quality of the product, when consumer loyalty is not supported by anything, they begin to lean towards the products of competitive companies.

Therefore, if you want to not only win, but also keep your customers for life, expand the company's market share or capture new segments and niches, you must create a strategic foundation, or rather a brand promotion strategy.

An effective strategy progressively moves the product towards the intended goal, coordinating tactical activities and defining the concept of brand positioning in the market.

You'll get

Brand development plan for 3 years

A detailed brand promotion guide for the year

Creating a clear brand image in the minds of consumers

Sales growth

Growth of brand awareness

What determines the cost of developing a brand strategy and promotion?

1. from development timeline. If you need to develop a PR strategy as soon as possible, the cost will be higher.
2. Brand size and company goals - the higher they are, the higher the price of creating a promotion strategy.
3. Competition in the market in which the brand operates. The higher, the higher the cost.

Stages of developing a brand promotion strategy

Brand recognition, holistic perception, emotions and impressions inherent in the product (service), vision of the product in the future - these are all functions of the brand strategy. The product development program preserves the whole concept of the product, inspires consumers with the right emotions.

Creating a brand strategy includes:

1. Determination of the target group of the future brand, the concept of brand positioning. We conduct a thorough analysis of the target segment, with the selection into groups with which the product will be in contact;
2. Development of individual messages (emotional messages) is a basic communication strategy;
3. Develop message evidence for each target audience group;
4. Definitions of a set of impressions - an opinion that needs to be formed in the subconscious of each group of the target audience;
5. Formulation of brand ambitions for the future brand.

What is a brand strategy?

Brand strategy is a comprehensive program to develop the identity of the product and increase its assets. It defines the key target audience of the product, lays down the main idea of ​​the brand and attributes of its presentation, emotional and physical characteristics, visual image, pricing strategy, distribution channels and communications to promote the product.

It predetermines its future - what the product will become, who will be its consumer, in what direction the brand will develop. Equally important is how the brand communicates with the consumer. Therefore, the development of a brand promotion strategy includes planning a PR campaign and a detailed study of possible channels of communication with the target audience.

Brand Strategy Elements

Brand development and promotion are the two key pillars of his strategy, which includes many individual elements and processes.

1. Description of the target audience- drawing up a portrait of the consumer (demographic characteristics, culture and values, interests and life priorities of the consumer), a description of the consumer value curve and consumer behavior patterns.
2. Analysis of competitive products.
3. Branding(brand creation and promotion) - choice of positioning idea, product values, name development (naming), brand design (corporate identity, logo design, packaging and label concept, brand book), design adaptation for advertising media.
4. Product strategy- highlighting the key features of the product, the formation of the assortment policy and the policy of expanding the range, the choice of individual and group packaging, merchandising.
5. Pricing strategy- pricing policy for the product.
6. Sales strategy- selection of distribution channels for products.
7. Product development strategy- determination of the best methods of product promotion and communication with the consumer.

PR strategy on the example of Impression Electronics

Choosing the right communication strategy with the consumer ensures that you reach the target audience and increase sales. Ukrainian electronics brand Impression Electronics in its PR campaign focused on low-income consumers. A video appeared on the network that makes fun of the majors and those who are chasing “show-offs” and expensive toys.

The video spread well on social networks, collected more than 100,000 views, and successfully conveyed the message to the audience: “It is important to be real, to choose practical and convenient tools for work, and not the most expensive and discussed ones.” The company's strategy involved the release of budget products, which quickly found their consumers - sales of smartphones and tablets of the company after the launch of PR campaigns increased.

Why does a brand need a promotion strategy?

The development of a product development program on the market provides the following opportunities:

• identify shortcomings and problems of the current state of the business;
• identify key needs target audience and create a new need based on your product;
• adjust or create a new development direction trademark;
• emphasize important competitive advantages companies and stand out among competitive firms;
• create a brand image, the right impression about it, demonstrate its main idea and make the brand popular;
• strengthen market position and the level of consumer confidence, create a strong bond with the audience and attract new consumers;
• raise the cost tangible and intangible assets companies.

The basis of brand success is the heart of the strategy - it is the main idea, the main principle, the advantage of the product and the reason for the purchase, which distinguishes the new product from competitors. It is extremely important to follow the chosen strategy to the end - to manage the product. This gives a great chance to firmly gain a foothold in the minds of the consumer for a long time and become a legendary brand.

Branding agency KOLORO take care of your brand and develop a successful strategy for the development of a brand-leader in its market!

Marketing policy is a company policy in which a specific plan is developed, including the creation of a product, marketing, pricing policy and a policy for promoting goods to the target market. It is a kind of vector for the development of an enterprise, in which certain goals are realized, as well as a certain framework for the strategy and measures for the use of marketing tools to achieve the most effective result from the implementation of the tasks set.

The main components of the marketing policy are:

Enterprise goals and marketing goals;

Marketing strategies;

Marketing mix.

To create a marketing policy, first of all, marketing analysis is used, including setting goals, developing a marketing strategy and determining the directions for using marketing tools.

For the successful implementation of the marketing plan, it is necessary to follow the sequence of stages of the marketing mix (4P model), namely: develop a product policy (Product); set the selling price (Price); select distribution channels (Placement); implement promotion programs.

One of the components of the product policy is the brand approach - branding. The emergence of such a campaign in our country originates only with the emergence of global brands of foreign companies that tried to promote their products in our market.

The American Marketing Association defines a brand as "a name, term, mark, symbol, or design, or combinations thereof, intended to identify the goods or services of one seller or group of sellers and to distinguish them from the goods or services of competitors."

A trademark is a brand or part of it that is legally protected.

It must be borne in mind that a trademark may not necessarily be a brand, but a brand is always a trademark.

The concept of branding implies the sale of not just a product, but a product that has its own name and “face”, called the brand. Providing a product with its own brand allows you to distinguish this product from those similar to it, as well as significantly increase the chances of a more effective impact on the choice of the end consumer.

Brand building has as its main goal the creation of a strong and competitive brand with significant brand equity. In order to use the branding concept of the company, it is necessary to solve two main tasks, namely: to create a brand and to form brand capital.

Brand equity is the totality of assets that add value to the product being offered.

Assets in this case mean brand awareness, customer loyalty, brand associations, perceived quality, patents, trademarks, relationships in product distribution channels.

According to the definition given by F. Kotler, "A trademark is a name, term, sign, symbol, drawing, or combination thereof, designed to identify the goods or services of one seller or group of sellers and differentiate them from competitors' products."

Brand strategy in general terms is an action plan according to which the company implements brand positioning, while taking into account the possible needs and strategies of competitors in a certain upcoming period.

Branding strategy is one of the parts of the marketing strategy, which occupies one of the main places in the corporate strategy of the company.

Six main branding strategies can be distinguished, each of which reveals the role of the brand, its position and connection with the products that this brand covers:

1. The product brand strategy is to create one name for a product or product line, and at the same time a single positioning model is used (Fig. 1.1). To expand the brand, the company can only update the product, and also, in order to highlight the improvement, the company can add a serial number to the main name.

Rice. 1.1. Product brand strategy

2. A line brand strategy, unlike a product brand strategy, with an effective concept, allows its expansion, while maintaining a close connection with the initial product.

3. Range brand strategy. This strategy involves bringing all products together based on a unique principle, the brand concept (Figure 1.2). Often this approach is found in the field of food products, equipment or industry.

Rice. 1.2. Assortment brand strategy

4. The umbrella brand strategy (umbrella brand) involves the maintenance by one brand of several products in different markets, while each of them has its own communication support and its own common name (Fig. 1.3).

Rice. 1.3. Umbrella brand strategy

5. The strategy of the source (parent) brand (source brand) is similar to the umbrella brand strategy (Fig. 1.4).

Rice. 1.4. Source or parent brand strategy

The difference lies in the fact that each product has its own brand name, that is, the use of a double level of branding is assumed. The use of such a concept helps the company to influence the consumer with a variety of assortment, while maintaining the unity of the brand. There is a possibility of transition of the original to supporting brands. 6. Endorsing brand strategy - a wide variety of products within a product brand, product line brand or assortment brand (Fig. 1.5).

Rice. 1.5. Supporting brand strategy

In addition to the basic concepts, in practice, firms can use combined approaches, in which the brand can be assortment, umbrella, parent or support, depending on the product itself. The use of combinations is most often associated with the introduction of a new product to the market. It is necessary to take into account a number of factors that influence the choice of branding strategy, namely: the corporate strategy of the company, its business model, cultural and historical aspect, innovation, resources, added value of the product and the company's existing brand portfolio. There is a general mechanism for choosing a branding strategy that helps to identify the objects of management and determine the effectiveness of the strategy (Fig. 1.6).

Rice. 1.6. Branding strategy selection mechanism

Such a mechanism helps to create a strong brand, choose the right approach to positioning and product differentiation among competitors, and correctly distribute the marketing budget among the company's brands. According to Stephen Cumber's definition, branding strategy is "a long-term plan for using a brand as part of a company's marketing strategy." Paul Temporal, in Effective Brand Management, writes that “branding strategy defines the focus and direction of brand management and provides a platform for managers to ensure consistency across all brand activities.” As part of the branding concept, the ideology, image and symbolism of the future brand is being developed, and the idea of ​​effective advertising campaigns is being created.

In the modern economy, there are many models for creating strong and competitive brands, for example, the "D.V.R.I.O. model":

Differentiation;

Demand;

Reputation;

Awareness;

There is also the so-called “Brand Wheel”, which is based on the consideration of 5 “shells” included one into the other: brand attributes, brand benefits, brand values, brand personality, brand essence.

A branding strategy helps a company determine the next steps. This whole process is divided into 4 main stages:

1. Research;

2. Brand development (creation of a trademark, design, style, packaging, etc.);

3. Promoting it to the consumer market (all kinds of communication components);

4. Brand development management (incentive promotions, customer feedback, etc.).

Through the use of branding technologies, consumers are influenced to introduce a trademark into their minds and to perceive this product as special and unique. The competitiveness of the brand and the value of the brand directly depends on the success of this process.

So, the main goal of branding is to build consumer confidence in the brand. Which, as a result, entails the commitment of the target audience, and from the many offers, the consumer, without hesitation, will choose the product of this brand. The company must take a responsible attitude to positioning, namely, to emphasize the advantages of its product, carefully maintain product quality at the initially set level, and constantly draw the attention of the target audience to the goods or services produced.

The task of branding is to create an interesting, memorable and eye-catching brand image and convey this idea to consumers. The modern branding strategy is aimed not only at creating and developing brand uniqueness in the mind of the consumer, but also at creating a brand culture, that is, at adapting to social values, norms, behavior, etc. This tool can be placed on the same level with the organizational hierarchy of the company.