Branding is a highly effective technology for winning and retaining consumers. Branding is the activity of creating a long-term preference for a product, based on the joint enhanced effect on the consumer of a trademark, packaging, advertising appeals, sales promotion materials and other advertising elements United by a certain idea and the same type of design, which distinguish the product from competitors and create its image (brand image). Branding is widespread in industrialized countries, but it is practically not used in domestic advertising practice, which is explained by the lack of developed market relations in Russia during the twentieth century. At the same time, our country's entry into the global economy and the need to achieve a high level of competitiveness have led to a great interest of domestic entrepreneurs, as well as specialists in the field of market promotion of goods and services in the technology of creating effective (strong) brands. The Coco Chanel brand belongs to the category of strong and sustainable brands.