Cultural development of brands in 20–21 centuries

Kuznetsova Marina Vladimirovna, Elfimov German Alekseevich

the development of brand identity, value proposition and brand position are, of course, strategic tasks. Choosing target markets for brands and creating assets for the future is more important than developing tactical programs that are designed to solve current problems. This article presents solutions to these problems on the example of two foreign firms.

Keywords:cultural Studies, marketing, brands, development trends, brand strategies