Specifics of Brand as Linguocultural Unit (Tula Text of Culture)

The semantic and pragmatic features of the brand as a linguocultural unit are described. relevance study lies in fact that considering linguistic cultural replenishes knowledge about means objectify process interaction between language culture. It has been established assignment this status to is possible when it included system everyday culture acquired one its functions — self-presentation. properties was carried out on material Tula subculture, which 20 such units were identified. In course study, defined sign represents subculture participates identification. Branding strategies for identifying defined: appeal specialties, samovar weapons, well precedent names. models culture, influences peculiarities perception. revealed characterized by uniqueness, exclusivity, typicality, distinguish from number similar phenomena, ensure expectation understandability. proved semantics concreteness, appraisal, emotiveness. concluded brands represent value dominants culture: they include craftsmanship, protection Fatherland, preservation spiritual traditions.