The Conflict of Brands’ Symbols Against Oblivion

Abstract

Symbols and signs that are used to promote brands have a very deep importance into the ideas that give movement to societies, and at the same time they state the possibilities of the brands to be alive in the mass. With the transit on a dimension of time, the life of brands can be perceived as a whole in constant change, as many companies report to have an existence of hundreds of years of life, and at the same time, there are some that died quickly or are still in such fight against the oblivion. The struggle has increased due to the era of modernity and instant information, but the personality of a brand cannot remain the same forever, because its communication depends on the dynamics of meanings and the symbols that are used to express opinions about the business, but even though the paths to longevity of a business remains uncertain for many companies, there are signs that can give information throughout the history that reveal patterns or clues for further changes, in perhaps the next hundreds of years, that will deliver new ways to shape brands, change their meanings according to the eras and the people’s preferences, take empowerment to develop strategies highly creative to spread the brand’s symbolism through cultural devices, and maybe gain some control over the future; the cultural changes that a brand faces to remain memorable.

Символы и знаки, используемые брендами для продвижения, с одной стороны, оказывают влияние на идеи, которые обеспечивают развитие общества, а с другой – обеспечивают брендам возможность быть узнаваемыми аудиторией. Во временной перспективе жизнь бренда подвержена постоянному изменению: одни бренды существуют веками, другие – совсем недолго, не выдерживая противостоянии забвению. Чтобы жить, брендам необходимо постоянно трансформироваться я с учетом динамики потребительских предпочтений и изменения социально-культурного контекста, развивая высоко креативные стратегии продвижения посредством использования актуальных культурных символов.