Historical, Philosophical, Political and Law Sciences, Culturology and Study of Art. Issues of Theory and Practice. Tambov: Gramota, 2011. № 6. Part 1. P. 118-122.
Lysak Irina Vital'evna
Technological Institute of South Federal University
Abstract. The author substantiates that under the conditions of cultural globalization national cultures, including the Russian one, must be positioned as brands that will promote the formation of the country's positive image and the intensification of its influence in the world.
Key words and phrases: русская культура, бренд, брендинг, "мягкая мощь", глобализация, массовая культура, Russian culture, brand, branding, "soft power", globalization, mass culture
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