Keyword: «branding»

Reflecting on the pressing issues of modern advertising, the author focuses on the essence of mass relationships culture and advertising as one of its components. The author considers advertising product as a phenomenon of mass culture, analyzes taglines that are verbalizing an advertising product, reduces the benefits Internet (in particular social networks) as spaces for distribution of advertising and evaluating its effectiveness on the example a number of advertising campaigns conducted at different times.

Time shows that the main challenge for universities is a true awareness of their place in the rapidly changing world of the 21st century. Competition between universities is becoming increasingly intense. Brand building is an integral part of any university’s marketing strategy, especially if this institution is not yet well known.

The article considers the problem of forming a company's brand. It is noted that in order for a product, service or company to stand out from competitors, branding events are needed that are aimed at creating, preserving, developing and recognizing the brand. Branding helps companies strengthen their positions in the market, attract new customers, and increase sales. A strong brand can become an additional asset of the company, which grows in value and makes a profit.

The article explores the importance of brand formation and strengthening in modern business. Considering the role of a brand in the context of an enterprise, the author explores how effective brand formation and management become key factors in achieving success. She analyzes the role of branding as a key element of a successful enterprise strategy, highlighting its impact on competitiveness, attracting customers and maintaining a market position.