The purpose of the research is to determine the impact of influencer marketing on branding and to develop a logical model so that the implemented influencer marketing campaigns achieve the greatest effectiveness by choosing influencers that meet the brand's goal and do not overpay for the services provided by the company. The logical model of the study was created from the survey results, expert interviews, analysis of influencer marketing campaigns implemented by media and advertising agencies, and analysis by the authors. It clarified what challenges and problems a brand can face when using influencer marketing, and a logical model for calculating the effectiveness of influencers was developed. The research shows that influencer marketing is an effective branding tool that can deliver significant returns when used correctly.