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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. ...