BRAND AS TRADE MARK OF THE FIRM

The article is dedicated to the understanding of brand as trade mark of the firm, its importance in the marketing activities of the firm. It is shown that the brand is non?material product and service, greatly important for the competitive capacity of the firm in the conditions of edgy competitive fight for the spheres of influence. Effective brand favors the increase of cost of products and services and extension of sale markets. The author proves on the basis of analysis that the corporate style is the important part of brand creation process; brand image is based on its recognition by the consumers and competitors. Brand favors the successful promotion of the new products. Brand is interconnected with the trade mark. Brand capital influences the consumption of goods and services. The main aim of the article is to position brand as trade mark of the firm for the promotion of goods and services on the market and improvement of competitive capacity. Research may be used by the marketing firms, companies and marketing specialists.