European Journal of Service Management

Branding refers to many aspects of a company’s functioning, as it means a product, a product line, or an entire assortment of companies, as well as a graphic representation of the symbol used by the company. The last meaning of the term “brand” is the whole image of the company that uses it. Nowadays, the brand is a commodity in itself, because consumers often choose to buy something because it is branded with a particular company. Contemporary big international brands have acquired personality, are present in culture, art and everyday life. Branded items are much more desirable than the goods offered by niche brands that are not known. Clients expect not only a product that will meet their needs, but will also carry a certain added value, for example, by brand image, a customer who owns a company items, will be seen as prosperous, professional and trustworthy. The main goal of the article is to show the brand tools used in the marketing, which creates the demand of a product. The second goal is to present are levels inside brand, diversity of a brand and brand identity in the context of a marketing.