FORMATION OF A BRAND STRATEGY FOR BUSINESS AS A FACTOR IN STRENGTHENING COMPETITIVE ADVANTAGES

Brand strategy is an important component of a successful business. In the modern market environment, where there are many competitors, companies must have a clear brand strategy that will create a connection with the audience and stand out from competitors to increase sales. Brand strategy is a comprehensive plan that defi nes the brand's mission, its values, target audience, uniqueness, communication and visual identity to achieve success in the market.