Abstract
The article analyzes the use of archetypal marketing technologies in business branding and their impact on the formation of national identity in the context of deglobalization. The conceptual approaches of American and Russian marketers to the use of the archetypal approach in commercial and political branding are discussed. The promotion of national brands, comic books, movies, and video games created on the basis of images of Russian folklore heroes yet styled as American superheroes, in the Russian cultural and symbolic space is considered. The article identifies manipulative risks and contradictions when using the archetypal approach in business branding and when creating Russian civilizational projects.
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