Essence and content of the concepts "brand" and "branding"

The article analyzes modern approaches to defining the concepts of «brand» and «branding». A study of the definitions of the concepts under consideration is carried out. The main components of branding are highlighted: brand attributes, brand image, emotional and functional brands, brand communication. The scheme of interaction of branding models is considered. A conclusion is made about the need to take into account modern interpretations of the concepts of «brand» and «branding» and their components in the process of improving legislation in the field of copyright and trademark protection.