A brand’s Initiation and Promotion in Relation to Modern Culture Wars

Nowadays, there is a tense geopolitical situation because of the advance of NATO to Russian borders, the threat of violation of its sovereignty. The collective West aims to dismantle Russian statehood and undermine social cohesion, law and order, national values, and socio-cultural values. They fixate on restoring neocolonialism and imposing global dominance on sovereign states. The paper focuses on the aggression of the collective West towards Russia’s cultural values, posing a threat to its national historical code. The subject of the study is the actions of cultural wars between brands and countries, which caused adopting anti-crisis measures. The purpose of the study is to analyze and provide possible strategies and models of brand behavior during crisis situations caused by culture wars. The research deals with the following issues: the modern phenomenon of culture wars; the role of the cultural brand in relation to culture wars; the possibility of using commercial brands as a tool of soft power; the influence of brands on the formation and changes of cultural, national and traditional values; the phenomena of culture shock and brand cancellation culture, as well as methods of countering crisis situations.

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