Брендинг. Учебное пособие (L)

The problems of branding development in the Russian Federation are considered, general provisions are given, the essence of branding, trademark and trade name is disclosed, the concepts of a trademark (service mark) and brand are analyzed, the process of registration of trademarks (service marks) is shown. Particular attention is paid to the creation and promotion of brands, a description of the relationship between advertising and branding is given, the concept of brand image is revealed, the role and place of corporate identity and the importance of branding for it are determined, the process of branding on the Internet is characterized and its significance for strengthening the brand of a particular trademark is shown ( service mark). Of particular importance is the disclosure by the author of the essence of counterfeit products and its negative impact on the brand of a trademark (service mark).