摘要：The article consists of five parts, where the first part formulates the problem, aim and objectives of the article. The aim of the article is to conduct a study of brand im-age and provide recommendations for brand image en-hancement after theoretical analysis of the process of brand image formation. The aim is achieved with the help of the objectives formulated that seek: 1) to define and prove the conception of brand image theoretically, 2) to analyze the process of brand image formation, 3) to carry out the research on brand image, 4) to provide recom-mendations for brand image strengthening. The tools of classical marketing do not help answering the question why some brands are so unique or why the image of par-ticular brands is better in comparison with others. There-fore, the article analyzes the problem how a positive brand image should be developed. The second part of the article reveals the conception of brand image. Various models of brand image are pre-sented and the importance of brand positioning in the process of positive brand image formation is proved in the same part as well. The third part introduces and describes the modified model of brand image formation, enumerating three and the main phases of brand image formation that are brand identity, brand positioning and brand image. The results of the empirical study of brand image are presented in the fourth part of the article. Conducting the empirical study of brand image the methods of qualitative and quantitative studies were employed. The aim of the empirical study was to examine Fizz brand image. The summary of the results and the recommendations for Fizz brand enhancement are presented after the empirical study of Fizz brand positioning and Fizz brand. The last part provides the final conclusions for brand image formation.
