Branding as a means of competition

The article deals with branding as a way of competition, its features of development and use in different countries. Today branding is one of the most common forms of non-price competition. Manufacturers from different countries have different attitudes to the creation of the brand: in America the appearance of the product is considered to be the main thing, in Europe - the functions of the product, and in Asian countries the manufacturer is aimed at creating innovative and unique products. Thus, branding in today's economy allows you to beat the competition.