New conceptual study of the branding as a factor in improving the competitiveness of the national economy, substantiation of the theoretical foundations and practical recommendations for the formation of a brand-oriented national economy. ¿n innovative look at the brand through the analysis of the interaction of its individual forms: commodity, personality, informational, organizational, territorial is offered. The specificity of branding of different objects: goods, services, events, companies, individuals, voices, societies, networks, territories is demonstrated. The relationship between thise objects and the economic result of their branding is revealed. The scientific and methodological results presented in the monograph will be useful for specialists, which manage brand-product, brand-service, brand company with the aim of improving the skills and systematization of theoretical knowledge, and for civil servants, which develop and promote their regions, form the country's brand