Music and Time Annotation << Back Adygs Popular Instruments as Elements of Historical and Cultural Branding Z.M. Kesheva The article explores the issues of branding of folk instruments of the Circassians – shikapshina and phachic. It is concluded that the preservation and popularization of folk instruments that are part of the historical and cultural heritage will contribute to the growth of interest in the history and culture of the Adygeyan people and places of their residence. Attention to the elements of traditional culture facilitates the formation of mechanisms for the transmission and dissemination of information, which are aimed at popularizing a particular cultural object, with a view to making a profit. In this regard, it is necessary to popularize the values of the traditional culture of peoples through the system of ethno-cultural branding of its objects. Keywords: branding, Circassians, shikapshina, phachic, globalization, ethnoculture, historical and cultural heritage. Contacts: E-mail: kesheva10@gmail.com Pp. 40-43.