The role of projective techniques to specify image characteristics of brand in branding

The specific character and the role of projective techniques in a company branding policy are considered in the article. The issues of quality application of projective techniques for more precise image characteristics of a trademark are covered. The article touches upon subjects of a customer’s psychological state at the moment of contact with a trademark image. It also justifies the necessity of projective techniques application, as a result of which, emotional attitude towards a trademark, communication literacy, a trademark image and levels of their effects on a brand image are monitored.