title: ÐÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ðµ Ð°Ð½Ð°Ð»Ð¸ÑÐ¸ÑÐµÑÐºÐ¸Ñ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð² Ð´Ð»Ñ Ð²ÑÑÐ²Ð»ÐµÐ½Ð¸Ñ ÑÐµÐ¼Ð°Ð½ÑÐ¸ÐºÐ¸ ÑÐ¸ÑÐ¼ÐµÐ½Ð½Ð¾Ð³Ð¾ ÑÑÐ¸Ð»Ñ
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Application of analytical tools to identify corporate identity semantics
Creators: name: Ð§ÐµÐ²Ð³ÑÐ½Ð¾Ð²Ð°, ÐÐºÐ°ÑÐµÑÐ¸Ð½Ð°
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2024
Subjects: Ð°Ð½Ð°Ð»Ð¸ÑÐ¸ÑÐµÑÐºÐ¸Ðµ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ
ÑÐµÐ¼Ð°Ð½ÑÐ¸ÐºÐ°
zmet
ÑÐ¸ÑÐ¼ÐµÐ½Ð½ÑÐ¹ ÑÑÐ¸Ð»Ñ
ÑÐµÐ¼Ð°Ð½ÑÐ¸ÑÐµÑÐºÐ¸Ð¹ Ð´Ð¸ÑÑÐµÑÐµÐ½ÑÐ¸Ð°Ð»
ÐºÐ¾ÑÐ¼ÐµÑÐ¸ÐºÐ° Ð´Ð»Ñ ÑÑ Ð¾Ð´Ð°
Ð²Ð¸Ð·ÑÐ°Ð»ÑÐ½Ð°Ñ Ð¸Ð´ÐµÐ½ÑÐ¸ÑÐ¸ÐºÐ°ÑÐ¸Ñ
analytical tools
semantics
corporate identity
semantic differential
care cosmetics
visual identification

description: Ð Ð´Ð°Ð½Ð½Ð¾Ð¹ Ð²ÑÐ¿ÑÑÐºÐ½Ð¾Ð¹ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÐµ ÑÐ°ÑÑÐ¼Ð°ÑÑÐ¸Ð²Ð°ÐµÑÑÑ Ð¿ÑÐ¾Ð±Ð»ÐµÐ¼Ð°, ÑÐ²ÑÐ·Ð°Ð½Ð½Ð°Ñ Ñ ÑÐµÐ¼, ÑÑÐ¾ ÑÑÐµÐ´Ð¸ Ð±Ð¾Ð»ÑÑÐ¾Ð³Ð¾ ÐºÐ¾Ð»Ð¸ÑÐµÑÑÐ²Ð° ÐºÐ¾Ð½ÐºÑÑÐ¸ÑÑÑÑÐ¸Ñ Ð¼ÐµÐ¶Ð´Ñ ÑÐ¾Ð±Ð¾Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¹ Ð´Ð¾ÑÑÐ°ÑÐ¾ÑÐ½Ð¾ ÑÐ»Ð¾Ð¶Ð½Ð¾ ÑÐ¾Ð·Ð´Ð°ÑÑ ÑÑÑÐµÐºÑÐ¸Ð²Ð½ÑÑ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ñ Ñ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¼ Ð¸ Ð³ÑÐ°Ð¼Ð¾ÑÐ½Ð¾ Ð²ÑÐ´ÐµÐ»Ð¸ÑÑÑÑ ÑÑÐµÐ´Ð¸ Ð¾Ð¿Ð¿Ð¾Ð½ÐµÐ½ÑÐ¾Ð² Ñ Ð¿Ð¾Ð¼Ð¾ÑÑÑ ÑÐ¸ÑÐ¼ÐµÐ½Ð½Ð¾Ð³Ð¾ ÑÑÐ¸Ð»Ñ. Ð ÑÐ°Ð±Ð¾ÑÐµ Ð¸ÑÑÐ»ÐµÐ´ÑÐµÑÑÑ ÑÐµÐ¼Ð°Ð½ÑÐ¸ÐºÐ° Ð²Ð¸Ð·ÑÐ°Ð»ÑÐ½ÑÑ ÑÐ»ÐµÐ¼ÐµÐ½ÑÐ¾Ð² ÑÑÐ¸Ð»Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð½Ð°ÑÑÑÐ°Ð»ÑÐ½Ð¾Ð¹ Ð¸ ÑÐºÐ¾Ð»Ð¾Ð³Ð¸ÑÐ½Ð¾Ð¹ ÐºÐ¾ÑÐ¼ÐµÑÐ¸ÐºÐ¸ Ð´Ð»Ñ ÑÑÐ¾Ð´Ð° Â«Human BeingÂ». Ð ÑÐ°Ð±Ð¾ÑÐµ ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ñ ÑÐ¾ÑÐ¸Ð¾ÐºÑÐ»ÑÑÑÑÐ½ÑÐµ Ð¾Ð±ÑÐ°Ð·Ñ Ð·Ð°ÑÑÐ±ÐµÐ¶Ð½ÑÑ ÑÑÑÐ°Ð½ Ð¸ Ð¿ÑÐ¾Ð¸Ð·Ð²ÐµÐ´ÐµÐ½ Ð°Ð½Ð°Ð»Ð¸Ð· Ð¸Ð½Ð¾ÑÑÑÐ°Ð½Ð½Ð¾Ð³Ð¾ Ð¾Ð¿ÑÑÐ° Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ Ð°Ð½Ð°Ð»Ð¸ÑÐ¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ° ZMET. Ð ÐºÐ°ÑÐµÑÑÐ²Ðµ Ð¾Ð±ÑÐµÐºÑÐ° Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð±ÑÐ» Ð²ÑÐ±ÑÐ°Ð½ ÑÐ¸ÑÐ¼ÐµÐ½Ð½ÑÐ¹ ÑÑÐ¸Ð»Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Â«Human BeingÂ». ÐÑÐµÐ´Ð¼ÐµÑÐ¾Ð¼ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð±ÑÐ»Ð° Ð²ÑÐ±ÑÐ°Ð½Ð° ÑÐµÐ¼Ð°Ð½ÑÐ¸ÐºÐ° Ð²Ð¸Ð·ÑÐ°Ð»ÑÐ½ÑÑ ÑÐ»ÐµÐ¼ÐµÐ½ÑÐ¾Ð² ÑÑÐ¸Ð»Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Â«Human BeingÂ». Ð Ð¿ÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ¾Ð¹ ÑÐ°ÑÑÐ¸ Ð±ÑÐ»Ð¾ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¾ ZMET-Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð¸ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð¼ÐµÑÐ¾Ð´Ð¾Ð¼ ÑÐµÐ¼Ð°Ð½ÑÐ¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð´Ð¸ÑÑÐµÑÐµÐ½ÑÐ¸Ð°Ð»Ð°, Ð²ÑÑÐ²Ð»ÐµÐ½Ð° ÑÐµÐ¼Ð°Ð½ÑÐ¸ÐºÐ° ÑÐ¸ÑÐ¼ÐµÐ½Ð½Ð¾Ð³Ð¾ ÑÑÐ¸Ð»Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð¸ ÑÐ¾Ð²Ð°ÑÐ½Ð¾Ð¹ ÐºÐ°ÑÐµÐ³Ð¾ÑÐ¸Ð¸ Ð½Ð°ÑÑÑÐ°Ð»ÑÐ½Ð¾Ð¹, ÑÐºÐ¾Ð»Ð¾Ð³Ð¸ÑÐ½Ð¾Ð¹ Ð¸ Ð±ÐµÐ·Ð¾Ð¿Ð°ÑÐ½Ð¾Ð¹ ÐºÐ¾ÑÐ¼ÐµÑÐ¸ÐºÐ¸ Ð´Ð»Ñ ÑÑÐ¾Ð´Ð°. ÐÐ° Ð¾ÑÐ½Ð¾Ð²Ðµ Ð¿Ð¾Ð»ÑÑÐµÐ½Ð½ÑÑ Ð´Ð°Ð½Ð½ÑÑ Ð±ÑÐ»Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ñ Ð¿ÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ¸Ðµ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ Ð°Ð½Ð°Ð»Ð¸ÑÐ¸ÑÐµÑÐºÐ¸Ñ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð² Ð¸ Ð¾Ð±ÑÐ°Ð·Ð¾Ð² Ð² ÑÐ¸ÑÐ¼ÐµÐ½Ð½Ð¾Ð¼ ÑÑÐ¸Ð»Ðµ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸.
description: In this graduate qualification work the problem is considered, connected with the fact that among a large number of competing companies it is difficult enough to create effective communication with the consumer and competently stand out among opponents with the help of corporate identity. The paper studies the semantics of visual elements of the style of the company of natural and ecological cosmetics for care âHuman Beingâ. The paper considers socio-cultural images of foreign countries and analyses the foreign experience of using the analytical tool ZMET. The object of the study was the corporate identity of the company âHuman Beingâ. Semantics of visual elements of âHuman Beingâ companys style was chosen as the subject of the research. In the practical part ZMET-research and research by the method of semantic differential was carried out, semantics of the companys corporate style and product category of natural, ecological and safe cosmetics for care was revealed. Based on the obtained data, practical recommendations on the use of analytical tools and images in the companys corporate identity were developed.