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Lavrikova D.V. [Culturological analysis of the influence of national characteristics of the population on the perception of the brand] World of Science. Series: Sociology, Philology, Cultural Studies, 2023, Vol. 14, No. 4. Available at: https://sfk-mn.ru/PDF/25KLSK423.pdf (in Russian).

Culturological analysis of the influence of national characteristics of the population on the perception of the brand

Lavrikova Daria Valentinovna
Tver State University, Tver, Russia
Verkhnevolzhye, Tver, Russia
E-mail: dlavrikova@yandex.ru
RSCI: https://elibrary.ru/author_profile.asp?id=1185618

Abstract. The strategy of forming the branding of territories is a relatively young industry for our state.

Designing a successful image of any scale, especially of an entire region, is a very laborious process, since it requires enormous preparatory work: the multifactorial nature of direct or indirect influence in this case is understandable.

Objective factors include geographical location, history, culture, social and innovation policy, scientific and technical potential, resource base and investment climate, statistical indicators and the rating of the territory. Subjective factors are the assessment of the level of hospitality by target groups of consumers, which is formed against the background of the mentality and national characteristics of both sides (hosts and guests).

The author of the article sets himself the task of rethinking the methodology of forming the symbolism of space in order to successfully withstand the competitive motivational influence on the target audience. In particular, the author discusses the preparatory work in the formation of the brand, the importance of taking into account the influence of its emotional component, which is most closely related to the national and cultural characteristics of the target audience.

The text of the article touches upon the issues of the brand’s «own individuality», the «Tone of voice» toolkit, the influence of national characteristics on brand loyalty; in addition, the formation of the so-called corporate identity, the importance of visual identification in modern marketing is analyzed.

Keywords: brand; identification of cultural diversity; cross-cultural characteristics; positive image; perception factors; target public

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