Lately the quantity of production which is simultaneously present in the commodity market has sharply increased. Buyers are not able to test personally even the goods of the certain class. The purchase election problem of the certain goods for them has become too complicated. A brand - the image of the goods forming in the sub-consciousness of a buyer’s idea about the goods- has become one of the most powerful means of a modern advertising campaign and "public relations", allowing to distract the buyer from a habitual rational way of orientation in the world of the goods and substantiations of a choice of purchase. It became the principal reason of a brand relevance and as a result in some conditions, the necessity of its re-branding