Brand names and slogans: art or attack?

Abstract

The study of the brand as a phenomenon of modern consumer society is explained due to its widespread integration in all the spheres of contemporary social life. Getting into the sociocultural space, brands have become rather an important part of a man’s life than the objects of advancement, because consumers’ active exchange of advertising messages (slogans) causing strong emotions. Current literature represents a huge variety of conceptual ideas about the brand essence. For example, N. Klein in the book “No Logo: No Space, No Choice, No Jobs” writes that the brand is the very essence of a modern corporation, and advertising is a means of its bringing into the outside world.