Brandurile ca structuri ontologic consistente


  • Gerard STAN Universitatea „Alexandru Ioan Cuza” din Iași


brands, brandworld, reality of brands, artifacts, artworld, artwork, possible worlds, fictional worlds.


The aim of my research is to clarify the ontological status of brands among other types of artifacts. The effort to clarify this ontological problem follows three distinct lines of argumentation: First, I emphasize that there is a profound similarity between the way in which some philosophers understand the genesis of the artwork and how the genesis of a brand happens. Second, I argue that any brand is much more than what derives from tangible identity and from mental association. Any brand is a brandworld, a world resembling a fictional world. Finally, I advocate the autonomy of the brands as types of entities, arguing that brands do not have a shadowy existence and are not mere shadows of industrial products. If brands would not have autonomy and would not have a causal power, then many economic phenomena would become unintelligible.

Author Biography

Gerard STAN, Universitatea „Alexandru Ioan Cuza” din Iași

Această lucrare reprezintă o versiune revizuită și adăugită a secțiunilor 1, 3, 4 și 6 din articolul “The Brandworld as Ontologic Metaphor”, Argumentum 12 (2), 2014, pp. 141-161.


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