ABSTRACT
Success of produced products on the market can be assessed with their sales figures. Sales growth is impossible if users do not have information about the company’s products on their characteristics and advantages. The proper management of brand is very important for modern companies. Brand is presented as a complex system of interconnected elements. It is very important for country’s Georgian products to be presented not only in the domestic market, but also to increase its exports. Modern marketing systems attach great importance to human aspects. Branding plays an important role in creating loyal customers. Satisfied buyers can purchase products they like again without excessive risk. Brand strength depends on what customers think about it. The brand equity is a very important strategic bridge between the past and future. A successful brand is a system that consists of certain components: high-quality goods, differential characteristics, and additional values.
