Abstract
This article discusses the problematic aspects of a brand and its impact on a society based on national values. Today, in many countries that have reached economic, political, cultural, social heights, they pay special attention to the brand problem. The brand problem has an impact not only on the growth of the level of economic capital, but also has a direct impact on the increase in cultural capital, which is considered and analyzed by the authors. The growth of cultural capital means that each individual is directly involved in the development of democratic values in our society, and the main requirement of the modern market is an increase in human resources. Therefore, for countries with rich natural resources, such as our country, the main position today, according to the author, is the presence of a brand based on national values that contributes to the parallel growth of cultural and economic capital and the reduction of qualities such as bribery that are not inherent to national values , irresponsibility, indifference, etc. Keywords: brand, national value, cultural capital, homeland, geographical space, social space, exploitation.