Abstract and keywords
Abstract (English):
High segmentation in product markets forces brands to increasingly consider value aspects in their communication with their target audiences. Values are included in the brand positioning system, they show which consumer segments it is intended for and what needs it meets. The brand’s values are largely reflected in its corporate philosophy, which gives rise to the company’s motto, mission and vision of the market situation. The main direction of brand communication policy is precisely the appeal to the consumer’s value perception of the world, which in some cases is declarative. Each cultural community has its own set of values. The article considers the method of brand communication with an appeal to different motivational types. The set of brand values also determines the choice of a certain advertising symbol, a character who speaks on behalf of the organization at events and in the media.

values, brand identity, positioning, communication

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