Printed magazine as a regional local brand: positioning factors and cultural context of perception

In the context of the transformation of the Russian consumer market and the growing interest in the national identity, the cultural code is becoming an important tool for marketing communications. The purpose of the article is to analyze the role of the Russian cultural code in marketing, identify the reasons for its actualization in recent years, and consider the functions and practices of its application by brands. The theoretical part summarizes the key approaches to the concept of “cultural code” and identifies the features oof the Russian cultural code as a system of values, symbols and narratives. The empirical part is based on the analysis of open sources, cases and modern marketing campaigns of Russian brands. As a result of the study, the main tasks that the cultural code solves in marketing are identified: building trust and loyalty, creating an emotional connection with the consumer, strengthening competitive advantages. Special attention is paid to the risks and ethical aspects of using patriotic and national symbols in marketing strategies. The practical significance of the work lies in the formation of recommendations for the responsible and effective use of the cultural code in brand communications in the Russian context.