The paper aims to explore the topic that - taking into account exclusively numerous studies concerning theoretical and research aspects of branding - seems to be already well investigated. There are a lot of more or less sophisticated conceptual/explanatory and econometric models of brand/branding. The said models, which mainly stem from well-known concepts/constructs found in Aaker's and Keller's works, have become classic and are frequently referred to by numerous academic/practice fellows. The paper takes into account interdisciplinary nature and multidimensional assessment of the brand phenomenon. It highlights that despite the active application of branding based on integrated marketing communication, the results of such application are not always successful. A logical-graphic complex cost-value model of branding is presented. This model is based on an analogy drawn from the world of complex numbers in mathematics. Two core parts of the said model are meant to show that there are two main sources the fin