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The article describes the basic concepts of branding. It presents also a method of formation of the brand in the fast Moving Consumer Goods (FMCG) Market and on the Internet. The authors describe in detail the practical techniques as well as the formation of the brand of the Faculty of Marketing and Advertising in Social Media Marketing (SMM).

In this article, we consider the importance of lifestyle and preferences of the decision-makers as parts of management of loyalty in developing a company's brand on the Russian oil and gas B2B market. We provide the definitions of the concepts of "brand" and "loyalty", types of loyalty and development stages of a loyalty program. Additionally, we report the results of a marketing research for development of the loyalty program of the oil trading company (characteristics, opinions and preferences of the decisionmakers on the Russian market of light oil and liquefied hydrocarbon gas products).