The article considers branding as one of the main methods of promoting goods and services in the consumer society. Branding is presented as a means of creating a product symbolic value, symbolic component, due to which the value of the goods from the point of view of the consumer increases. Branding is not confined to goods and services: specific individuals, and even the state are also subject to branding. The aim of this study is to systematize extensive theoretical material and highlight the three most important, in our view, aspects of branding: personal, corporate and government. The findings of the study that are stated in the article will significantly expand the understanding of the role of branding in today's consumer society.
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