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BRANDING AS THE TOOL FOR EFFECTIVE COMPANY DEVELOPMENT AND PROMOTION ON THE MARKET

The article focuses on the concept of branding and building a brand strategy in the context of increased competition on the markets. The main definitions of the term "brand", the components of the brand and the distinctive features of the brand from a trademark or company are considered. In addition, the author focuses on the various approaches to understanding the branding as a tool for company promotion, as well as identifies the role of branding in the modern globalizing world. Examples of some basic branding strategies and technologies are given in the article.