Branding tools based on national identity: the case of brazilian popular culture and its potential for the development of regional brands in russia

Link for download: Branding tools based on national identity: the case of brazilian popular culture and its potential for the development of regional brands in russia.docx

Authors: Aleksandra Andreevna Alontso

Annotation: The article examines the influence of Brazilian mass culture on Russian consumers. Based on surveys and statistics, it analyzes the penetration of Brazilian products, TV shows, and music into the Russian market. The study considers the role of digital platforms in content distribution and the formation of new consumption patterns. Key factors affecting the perception of Brazilian culture are identified, along with their significance for marketing strategies amidst global shifts.

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