The article discusses the general nature of the concept "brand". In this work, attention is directed to definitions that allow us to study a modern brand as a sign that enables to build a concept for its promotion. Under study of this phenomenon, linguistic knowledge is in demand, mainly when developing a brand name (company name, trademark name, brand naming, etc.). This is due to the awareness of the important role of the name in identifying both the brand itself and the product that it stands for, as well as the manufacturer of this product. In this regard, the definitions are specified that unite the product or service itself, their material (product, service, organization, person by name, trade mark, motto) and non-material (reflection of product properties in the minds of consumers and the effect obtained as a result of "meeting" with the product) characteristics. The brand phenomenon is considered from the point of view of cognitive linguistics and the theory of signs.