A competitive brand of a product, organization and other objects is the main condition for the sale of a product, i.e. ensuring its competitiveness and profit. The monograph reveals the mechanism for creating a competitive brand, the key tool is strategic branding. The components of strategic branding are the competitiveness of the country, region (city), manufacturer and service company, their image, the competitive advantages of the object, the level of effective demand, the validity of the relationship (expectations, image) of the manufacturer and the seller with consumers (customers). This is the first time this mechanism has been proposed. For competitive and marketing management professionals.