Brand as a competitive tool

In the unfolding crisis gain in sales and revenues in the markets is of particular importance for the survival of individual firms. In this regard, this article reveals the role of the brand in today's economy. Nowadays brand communications involve the establishment of sustainable contact with customers to exchange ideas, values and marketing information. The article presents understanding of the brand as an integral part of any successful company. The authors analyze the importance of promotion and branding to acquire competitive advantage. Creation of a brand is a difficult labor-intensive process, and the values created for a brand play a major role in its development. However, a comprehensive perception of the brand is of great importance for the successful implementation of marketing activities to promote products on the market, and one of the main marketing tools is branding.The main objective in the development of the brand concept is defined. The paper reveals the value of the brand for the participants of market relations: consumer and producer...