Mantula B. Brand in cultural-communicative dimension of information society (philosophical and anthropological analysis)

The objective of the study is the phenomenon of the brand as a specific socio-cultural phenomenon; the goal is to make a conceptualization of socio-anthropological status of the brand in the cultural and communicative dimension of the informational society; the methods are the following: spatial approach, genealogical approach, comparative historical approach; the novelty is that for the first time the author's concept of philosophical and anthropological interpretation of the brand phenomenon is proposed, in which the symbolic nature of the phenomenon allows to focus on communicative, constitutional and regulatory functions; the results allow to understand the nature, essence and meaning of the branding in the cultural and communicative field, what facilitates the realization of new possibilities in the creation of modern branding strategies; they can be used as material for such courses as "The Philosophy of Branding", "Socio-cultural activities and the Brand", "Aesthetics of brand perception", "Ethics and brand", "Mass communication and branding," "The Psychology of branding" in higher educational establishments, in preparation and training of specialists in branding for manufacturing, advertising agencies, commercial organizations; the field in the philosophical anthropology and the philosophy of culture