The article deals with the problem of locus brand formation from the standpoint of modern stylistics and linguoaxiology. Locus brands are studied within the framework of promoting tourist services of a particular territory (locus), as well as goods produced in this or that territory, which form the reputation and image of the locus in the eyes of both foreigners and compatriots. The paper examines how axiology and national linguoculture influence the formation of Russian tourist brands and brands of commercial goods from Russia. A brand’s style, which underpins its identity and uniqueness, is built on either a global style (pop style) or a national style. More and more Russian brands seek to emphasise their Russianness through stylistics and axiology, which affects the national style in refraction to marketing communication.