Marka i jej twórcy – ujęcie globalne
Brands and Their Creators – a Global Perspective

Summary/Abstract: When trying to convey the meaning of the term brand as a global phenomenon, a broad scope of references can be taken into account. Brand management is an attractive area because it is related to emotions and the influences it has on consumers. A brand can have connotations with art because it is necessary that their creators have a sense of beauty and aesthetics just the same as artists have. A brand manager is an artist who creates pictures and stories. Each brand, like each artefact, carries a certain message. It just happens that this message crosses boundaries and states – even continental boundaries. A brand that communicates intercontinentally and inter-culturally requires from its creator (the communicate sender) a global and multicultural approach, which may be reflected in the very presence on the international market, in the vastness of cultural knowledge or in the power to abolish cultural barriers, respecting their differences at the same time. The aim of this paper is to present brands and their creators in an international context. Thus, a broad historical note has been sketched in order to demonstrate the world history of brands and their creators in terms of winning global markets. The paper takes into account the specificity of the global product as such and exhibits selected, globally recognisable brands in the light of their informative functions and communicative properties. For support, the author has turned to M. Mazur’s cybernetic theory. The aim of the discourse is to set out such aspects of brands that are in some way interrelated with the notion of globalisation, as well as to prove that brand is a multidimensional phenomenon, i.e. historic, economic, social and cultural, having world-wide effects.

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