The article is devoted to the application of such a direction in brand management as impression branding. Branding of impressions has acquired a special role in the context of the coronavirus pandemic. Many brands have shared with consumers the difficulties associated with the introduction of restrictions. The article discusses such a branding technique as Customer Episodes. Many brands have shared with consumers the difficulties associated with the introduction of restrictions. The article provides examples of companies that have implemented the principles of impression branding (in particular, Apple, Tiffani).