Global impact of verbal and non-verbal brands on society

The article studies verbal and non-verbal brand identifiers, which are the key external differential characteristics of brands and distinguish them from competing brands. We have analyzed the key stages in the development of successful brands, shown the main features of Russian naming, the functioning of brands in communication. Particular attention is paid to the fact that the brand contributes to the formation of social behavior, indirectly imposes style and lifestyle through a system of generally accepted priorities and motivations. We focus on the process of choosing the best brand name using a model of compensation decisions based on the culture of consumer psychology. Noteworthy is the classification of slogans, as well as the study of the prerequisites for the development of effective advertising products. It has been established that successful and memorable ones evoke positive associations in the consumer’s mind associated with highlighting the key advantage.