Fairytale Character as a Brand: communication strategies of national identification

The article is devoted to the analysis of fairytale character and its functioning in context globalization. Globalization process intensifies reverse tendency: enhancement tradition social community integration based on values national identity. Fairytale characters are regarded as archetypal representations, which form identity traditionality. linguistic combination words “fairytale character” “brand” a spheres interpenetration marker. functions within social, politic, economic spheres, diffuse each other. Hence, starts be not only cultural symbol, but marketing strategy object ideologic platform for integration. projects, main fairy tale characters, considered very essential communities integrity preservation process. Government, mass media communication business have significant role play such projects development. It shown that, since modern society characterized by it can assumed that function project.