The book presents the key concepts of branding development, the modern brand environment, and the brand management system in the RA context. The author analyzes the basic approaches to the formation of the brand portfolio, the features of the construction of the brand identity concept, as well as the modern directions of the brand policy. The manual is intended for students of the faculties of sociology, economics, and journalism, graduate students, and professors teaching subjects in the mentioned or related fields, as well as for professionals in the fields of business consulting, marketing, branding, and advertising.
