Name “Safiyka” with a gentle sound creates an image of quality local product with a glorious history that unites people and family. Multivalued name, on the one hand, evokes associations with Polotsk (St. Sophia Cathedral was called from ancient times — the symbol of the city). On the other hand, it can be interpreted as a popular name of the girl, including the brand character of the brand.(Sofia-familiar, close, native, perhaps daughter, granddaughter, sister or neighbor), which connects the brand with such values as tenderness, love, care for loved ones and their health. Both connotations create a deep emotional connection between the brand and consumers, increase customer loyalty, contribute to a positive perception of the product.