In deciding on the purchase, the consumer always faces the need of a choice. With the increase of the importance and value of goods will increase and the price of an error. In such situation, the consumer prefers not «faceless» products but brands that serve as a kind of confirmation of the correct choice. In order to win the loyalty of consumers, the brand must be identical. In our view, identical is the brand that understands the goals and values of consumers and corresponds to them mostly.