The role of gender in branding communication

Abstract

Brand communication with the consumer is focused, among other things, on societal trends in the perception of male and female roles, which actualizes gender studies. Depending on the specifics of the product offer and the focus on certain target groups, many brands are marked with gender. The article presents trends in the development of femininity and masculinity, as well as suggests the possibility of dividing brands in accordance with the business strategy, the degree of expression of gender qualities in the psychosemantic characteristics of the audience into masculine, feminine, androgynous and unidentified. Then, using concrete examples, we consider some features of visualization of gender characteristics in branding communication.