To become that very first association with a word “brand” you need to work hard, but interesting. At first analyze data, set goals and ambitions, define and identify the benefits, unique trade offer and values of the brand. At this stage occurs work with concurrents, definition of strong features and points of differentiation. The goal of concept development – create sustainable development about brand in the perception of buyers, like about the best product in a particular situation. Brand concept develops on the basis of business idea and marketing research. For this various specialists from different areas are employed: marketers, analysts, brand managers, PR-services, copywriters.