Branding

The purpose and objectives of the  discipline "Branding"
The purpose of studying the discipline is to form in students a system of professional competencies in the use of the basics of branding, methods of its organization for effective management at the level of the main link of social production - the enterprise; acquisition of the necessary set of theoretical and practical knowledge to solve specific economic problems at the present stage of economic development.
The main objectives of the study of this discipline are:
- justify and choose the necessary types of brands (enterprises, products, services, projects, etc.) 
- form and develop concepts of the chosen brand, determine the content of the components of an effective brand (business, consumer culture, self-image, social image of consumers, rational and emotional benefits, offers and brand personality)
- choose and justify brand strategies, determine its strengths and value in the strategic and tactical period
- to form brands in the virtual space
- justify the direction of development of the company's brands, taking into account the peculiarities of its internal and external environment.