The paper studied the concept of "brand identity" as a planned brand image that defines the direction for all marketing activities of a company. The authors developed an algorithm for constructing a system of characteristic features of the brand strategy, harmoniously combined with the corporate and business strategy which includes the market situation analysis, an analysis of economic conditions and activities of the organization, analysis of marketing affords, analysis of the marketing strategy, the brand strategy selection, the brand positioning choice, brand identity development. Based on the well-established brand identity models such as The Brand Identity System (D.A. Aaker, USA), The Brand Identity Prism (J.-N. Kapferer France), L. De Chernatoni’s model (UK), 4D Branding (T. Gad, Sweden), The Brand Wheel (Bates Worldwide, USA), The Brand Platform (Young & Rubicam, USA) the authors have discussed the current approaches to the brand identity creation depending on which market (customer or B2B) a firm participates in perform and its capacity to serve the interests of both corporate and individual customers. The proposed approaches are needed for successful brand management.

On the basis of the discourse analysis of the provisions of the Constitution, official documents, statements of statesman and data from sociological surveys, an attempt is made to determine the contours of the problem of national identity in modern Russia. In conclusion, it’s concluded that there are two models of national identity formation in Russia: civil and ethnic.

The "yellow vests" movement in France has become a unique example of social protest in the digital age, proving that the broad masses of the population are capable of self-organization and they do not need individual leaders, parties or trade unions. Many works have been devoted to the study of the phenomenon of the "yellow vests" movement in Russian social and humanitarian science, the authors of which analyze in detail the causes, causes and consequences of its appearance, explore its characteristic features, features, strengths and weaknesses. However, there is still a lack of works in Russian, in which an attempt would be made to carry out periodization and chronologically describe the history of the movement of "yellow vests". The presence of such works would significantly facilitate the work of researchers who are just starting to study this topic, would allow them to quickly immerse themselves in the context of the social phenomenon under consideration. This work aims to fill this gap. Within the framework of the historical approach, based on the materials of the French press, an attempt has been made to recreate the chronology of the "yellow vests" movement in France, to trace the course of its development and highlight the main periods of its history.