Methods and tools for developing a corporate identity in highly competitive markets

After the introduction of anti-sanctions by Russia in relation to some foreign products, the promotion of import substitution in order to implement measures to achieve economic growth of the country becomes relevant. The article discusses measures to implement the tasks of a modern marketer, which consists in creating a competitive in-house brand and developing a new recognizable, dominant and life-affirming name. The sanctions against Russia in general and Russian companies in particular can serve as a basis for raising the level of domestic production and attracting consumers to domestic products. For this, it is necessary not only to develop a "domestic quality guarantor", but also to make this product the more recognizable and popular.