Scientific journal
Название журнала на английском
ISSN 2500-0802
ПИ №ФС77-61154

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REFERENCE BRAND IMAGE AS A RESOURCE INDIVIDUALIZATION LIFESTYLE

Chunakova V.E. 1
1 University of Humanities and Social Sciences
The article investigates the influence of cultural and symbolic of all the potential and sotsiotvorcheskogo brand on the formation and transformation of lifestyle in modern mass culture (аnd as its most important component – the style of consumption). Lifestyle can be defined as a form expressed by a set of natural, socio-cultural, economic, political and other major spheres of life of the individual, social group or society as a whole. Thus, personalized brands in the information society are becoming an effective way to customize the positioning and consumer lifestyle, a means of social stratification and the formation of new identities.