Economic globalization and the intensification of international interdependence have prompted the deepening of the mechanism of political and economic unification. The result of these processes is the penetration of enterprises and the state. The product development and marketing strategies that were the domain of private companies and corporations are being taken over by the public sector. Each item or service must be distinguished from the competing product by the appropriate symbol, name, term or logo called the brand. In the process of globalization, the state has entered the branding sphere. As a result, the concepts of national branding, country branding, and political branding have emerged. The concepts assumed the state as a brand. The purpose of the study is to analyze branding in the context of placing this subject of cognitive research in political studies and to study the problem of defining branding and a brand using the etymology of terms.