Basic concepts of brand marketing and its role in the management of the brand

The article is devoted to the influence of brand marketing on the company''s activities and brand management. The article substantiates the relevance of the problem of creating strong brands. The aim of the study is to assess the impact of brand marketing on the competitiveness of the company, as well as improving the efficiency and effectiveness of its activities in the market. The article describes the elements of brand marketing and its main elements. The features of the process of brand marketing management are considered. Recommendations are given to assess the perception of consumers of the product or service of the company I in order to further effective positioning in the market.