The comprehensive approach to brand study adopted in the textbook presents it as one of the tools of marketing activities aimed not only at achieving the economic and socio-psychological goals of the organizational system, but also at maintaining its stability and integrity. Brand as exclusively foreign marketing technology is an indispensable attribute of any economic system involved in market relations. Various aspects of systemic brand management are considered: the economic content of the brand, its formation and promotion, brand transformation, branding strategies, etc.