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HUMAN THING HUMAN: HUMANISTIC POTENTIAL OF THE BRAND
Abstract
The authors represent modern society as a society in which the logic of market relations has become the logic of all relations. The market imposes its own conditions and means, which are used between people. The brand is one of the characteristic phenomena of the culture of the consumer society and capitalist society. In such a society, the brand functions as a socio-cultural phenomenon. On the one hand, the brand is a tool of the market. On the other hand, the brand can be viewed as an independent cultural form. From this side, the brand represents a distinct unity of the unique and universal in the being of human. This unity is manifested in the human-brand, which combines the sensual and the supersensible. The authors of the article try to show the «human» measurement of the brand through the philosophical-anthropological comprehension and its interpretation. The authors disclose the socio-cultural significance of the human-brand using the case-study and the personological methods. Because of the humanistic potential of the brand, a person can be something more than an impersonal mass consumer even in a consumer society.
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