The article describes new ways of brand formation and development in the Internet, formed in the conditions of new tendencies in marketing and development of the Internet as the main provider of information. Subject of research: creation and development of a brand in the Internet. The purpose of the work is to consider the latest approaches to the formation of a unique brand and ways of its effective development. The conclusion is made that the newest ways of forming own brand are in themselves and the most effective ways of its development in modern conditions of market development, as well as their interrelation with the Internet as the main source of information and a platform for promotion of own brand are revealed.