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In contemporary conditions many companies are striving to develop strong brands. This gives them opportunity to win the consumers trust, to differentiate themselves from competitors and to provide additional profit. Prerequisite for brand influence of the organization on market success are its basic functions, which are implemented in the process of the brand interaction with the consumers. Its communication strategy has an important role in this process. This article is dedicated to the analysis of this topic. In the paper is clarified the brand essence and its place in the market strategy of the business organization. It is pointed out that the brand contents are based on two components: on the process of formation of the symbol of the brand and on the system of consumer relations with the brand. In this connection the communication strategy is determined as brand leading component. The main principles, to which the strategy has to meet, are pointed out and its basic elements are examined. [ABSTRACT FROM AUTHOR]