Mythologization as the basis of brand image

This article demonstrates the relationship between brand image and the myth formation process underlying the brand image. The authors of the study emphasize that the idea that serves as the foundation for brand building should meet the expectations, needs and value settings of its target audience. Characteristics or brand properties not only serve as a means of identifying and distinguishing a product or company, but also act as tools for communication with consumers, building and strengthening relations between the brand and its target audience. The article lists the main factors that shape brand identity. The authors presented a enumeration of parameters by which the brand image can be evaluated. Special attention in the study is paid to the compliance of the brand image, its emotional characteristics with the life goals and social needs of the target segment. In the article, the authors consider the emergence of a relationship between a specific brand and the motivation for its acquisition in the representation the target audience...