FUNDAMENTALS OF KNOWLEDGE BRANDING IN THE STRATEGIC MARKETING SYSTEM
This article discusses the theoretical aspects of the origin, as well as the features and peculiarities of branding, as an activity to form the image of a product (service) and convey the completed concept to the consumer. In the article, the authors claim that almost all corporate brands will be expanded by another type of brand: the brand of knowledge. This phenomenon becomes critically important, as companies sell not only certain products or services, but also promote their unique know-how to improve services or products. There are certain characteristics of knowledge that affect the branding process and require an approach that is significantly different from traditional branding of products or services. The article presents the main characteristics of knowledge that must be taken into account in marketing know-how as a brand.