FORMULATION OF A MARKETING STRATEGY FOR COMPANY BRAND MANAGEMENT

The article is dedicated to the follow-up of the marketing approach to the formation of the company's brand strategy. The method of statistics is the development of theoretical provisions for marketing technology branding and the formation of a marketing strategy for managing a company's brand. It is clear to understand the «brand» behind the marketing approach with the guidance of the tlumachs of different authors. It has been seen that the trademark has been influencing the minds of different price segments, the role and importance of naming and the logo. Within the framework of the article, we have seen the marketing technology of branding, which is designed to allow the company to gain new competitive advantages. Introduced brand shaping technology as part of the market strategy of acceptance and brand valuation method. The article presents a score rating of the 100 most expensive brands in the world and a score rating of the 100 most expensive national brands. It is recommended to look at the value of the product before managing the company's brand. The marketing technology of branding has been examined, which is designed to allow the company to gain new competitive advantages. The novelty of taking away the results lies in the fact that the article has brought, that for the modern minds of brand portfolio management can be considered on the basis of a price approach. Under the hour of managing a portfolio of brands with a method of yogo optimization, the company can serve two antagonistic criteria: maximizing the value and maximizing the profit of the company. Optimization of the brand portfolio can be based on the guidance criteria based on the principle of synergy, if brandy combines mutual strength of competitive advantages one by one, it maximizes the brand capital and increases the efficiency of winning the company's capital. The results of this article show the importance of shaping a marketing strategy for a company's brand in our time and new competitive advantages that a company can achieve.