The concept of brand as a set of information about a company, product or service, legally protected by recognizable symbols, is well known. Significantly less studied brand as a phenomenon of the art market. In this context, the goal of the research was formulated -to identify the signs of the brand, which is not just a part of the business culture, but a cultural phenomenon in general. We had to discuss a number of other aspects. First, the influence of the historical roots of culture on the formation of the brand. Secondly, the receptivity of the brand's creators to the aesthetic ideals of culture of different eras. Third, the ability to maintain ethical and high standards of culture in the development of the brand. The practical value of the research can be attributed to the possibility of applying its results in real business practice in the luxury retail management.

The most advanced societies have no newly-needed democratic formations, as legally unsecured intellectual freedom may be usurped by powerful institutions having a formal respect for the old democratic principles. Generally, this means that we are witnessing not just personality changes, but tectonic shifts in the legal and political strata that existed and developed within the period of Modernity. The purpose of this research is to identify the features of current crisis in the Anglo-Saxon globalization. This goal can be achieved on the back of classical philosophy and large-scale historical material applied simultaneously. This approach demonstrates that globalization processes are still guided by the legacy of early English history and the ideas that originated during the Age of Enlightenment. Anglo-Saxon Model discredits itself and, consequently, becomes non-legitimate when it comes to its supreme right to interpret the idea of democracy. An important aspect of this research is how the religious trends of the 17 th century were interwoven with political, legal and cultural consequences.