Ethnic symbolism as a marketing tool for promoting Russian brands

The relevance of the study lies in the search for effective tools and technologies for shaping and promoting Russian brands in the market. The problem of the study is that marketing does not pay sufficient attention to studying the symbolic meanings and connotations of the signs, images, and symbols used. The goal of the study is to examine ethnic symbolism as a marketing tool for promoting Russian brands. The tasks to be addressed are: to clarify the concepts of ethnic and national symbolism; to identify the functions of symbols in marketing; to develop an approach to the symbol as a marketing tool for brand promotion; and to develop recommendations for using ethnic symbols in marketing. The object of the study is the brand as a symbolic construct. The theoretical and methodological approach is of a disciplinary nature and draws on categories, approaches, and methods from the philosophy of culture, sociology, ethnology, and marketing. The novelty of the work lies in the following points: the concepts of ethnic and national symbolism are clarified; the functions of symbolism in marketing are identified; the potential of the symbol as a powerful marketing tool for promotion is revealed. The conclusion offers recommendations for using symbols in marketing.

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