Abstract

The article presents an introduction to the concept of supporting the managerial goals with identity and branding tools based on the available literature on the subject. The article describes comprehensive branding tools that can be used in practice by managers whilst supporting their business goals. The publication begins with an indication of branding tools in the light of current literature on the subject, an explanation of the characteristics of identity and brand management tools. For the purposes of the article, a case study was conducted in the period November 2022 - February 2023. The essence of the study is, first of all, to encourage managers to use the identity and branding tools targeted at managerial goals. The entire publication is summarized by the conclusion and a list of literature.

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