Historical, Philosophical, Political and Law Sciences, Culturology and Study of Art. Issues of Theory and Practice. Tambov: Gramota, 2017. № 10. Part 2. P. 105-109.
PHENOMENON OF BRAND: PHILOSOPHICAL-ANTHROPOLOGICAL INTERPRETATION
Neveleva Vera Sergeevna, Milyaeva Ekaterina Galimullovna, Dydrov Artur Aleksandrovich, Solomko Dmitrii Vital'evich
Chelyabinsk State Institute of Culture and Arts
South Ural State University (National Research University)
Abstract. The object of this article is the phenomenon of brand and the subject is the philosophical-anthropological perspective of the indicated phenomenon. The authors consider the brand in the unity of the sign (designator and denotatum) and the thing. Connotative meaning of the brand translates certain mythology, based on the rich tradition and uniqueness of the thing. It is argued that in modern consumer’s society a person can also have some properties of the brand (respectability, reputation, mythological biography, etc.). The brand and the person-brand, in particular, can be tools for joining and be meaningful orientations for other people.
Key words and phrases: бренд, брендинг, знак, личность, мифология, номадизм, человек, человек-бренд, brand, branding, sign, personality, mythology, nomadism, human, person-brand
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