The essence and concept of the brand

The article explores the concept of brand, presenting it not just as a logo or a name, but as a global experience that influences consumer perception and behavior. It notes that a brand combines tangible and intangible aspects such as history, reputation and strategic positioning. Drawing on the work of David Ogilvy and L. Chernotoni, the study emphasizes the importance of storytelling and emotional marketing using the examples of Nike and Apple. The article insists on consistent brand management based on a clear identity and a long-term strategic vision.