Abstract
The article examines the brand as a marketing tool for influencing consumer behavior. A brand is an important element of a company's mission, which details its status, provides direction and guidelines for defining goals and strategies at various organizational levels, and defines the very reason for the company's existence. Changing under the influence of the demands dictated by the market, the brand changes humanity. A strong brand is the most valuable asset a company can have. However, building a brand and increasing its value is a long and complex process that goes beyond traditional marketing. Brand managers use the term "brand DNA" to characterize a set of company parameters that distinguish it from competitors. This is the essence of the brand, which contains its external and internal characteristics, reproduces its advantages and conveys them to the consumer. Brand DNA and the Brand Pyramid have been identified as key marketing tools used to define, position and communicate a brand to a target audience.
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