THE BREND PHENOMENON IN THE PRISM OF CRAFT REVOLUTIONS
The article is devoted to the analysis of the role of the brand in the consumption society presented in the works of J. Baudrillard and S. Zizek. It emphasizes the dominance of the logic of consumption and its naturalization through functional logic, the logic of the market and the logic of symbolic exchange. It is also noted that modern fashion trends that lead a person away from the world of well-known brands have basically the same mechanism of reproduction of social order through sign exchange, as well as in the case of well-known, established brands.