Development Trends of Media Branding of Glossy Magazines in Russia and Abroad

The notions ‘brand’ and ‘branding’ are defined in the master’s thesis. The differences between the notion of ‘mediabranding’ and ‘branding’ are described in that work. Contemporary theoretical works devoted to branding, both in Russian and foreign scientific literatures are examined too. Master’s thesis includes detailed description of the concept of D. Aaker, devoted to a detailed description of the creation and functioning of brands in the consumption market. The master's thesis includes an analysis of some glossy magazines presented in the Russian and foreign markets on such criteria as identity, brand extension, brand architecture. In this paper, an attempt is made to empirically determine the specifics of the development of media branding of glossy magazines in Russia and abroad, and on the basis of the data obtained, make recommendations on improving the effectiveness of brand promotion in the sphere of glossy magazines.