Branding as a Component of the Competitive Strategy of the Enterprise (on the Example of "BC ROSHEN" LTD)

The article is devoted to the study of approaches to defining the concept of ‘branding’ and its importance in the competitive strategy of enterprises. Special attention is paid to brand promotion strategies (including personal and corporate branding, product branding, offline and online branding) and their impact on the development of the company in a highly competitive environment. The article also evaluates the effectiveness of the branding strategy on the example of the company "BC ROSHEN" LTD, which allows identifying the key success factors of branding strategies and identifying the main challenges faced by company in implementing their branding initiatives. It is established that the effective use of branding is an important factor in achieving competitive advantages and increasing consumer loyalty.