Modern approaches to branding in strategic marketing

Are brands "born or raised"? We argue that the hypothesis "brands are born, not simply created" remains relevant. Effective brand management is never accidental; it results from deliberate planning and a well-chosen development path. A brand represents more than a trademark - it is a strategic asset. Brand is a successful trademark. While every brand starts weak, only consistent and skillful marketing management can transform it into a strong one. In due course a strong brand allows increasing the brand capital - an intangible asset attracting clients. A successful brand provides companies and consumers with clear advantages over generic products, gradually building brand equity as an intangible asset that attracts and retains clients.