title: Library Service Brand and Mark: General and Special
abstract: The problem of forming the library image as an active social marketing tool in the context of globalization of the information space is becoming more urgent and relevant and requires new approaches, both in the theoretical and practical spheres of the library sector. In modern realities, libraries realize the importance of their own image as a socio-cultural phenomenon, echoing such a complex and multifaceted concept of “brand”. In the library space, the brand is used as a tool for updating the 
journal: Bibliotekovedenie [Russian Journal of Library Science]