Petras Oržekauskas, Lukas Krupavičius


This article analizes role of brands and logotypes, their significance and meaning in modern business environment which distinctive feature is production assimilation and its surplus. The core and meaning of brands and logotypes is considered through two points of view – traditional and modern approach. The role of brands and logotypes is revealed by analyzing opinions and findings of various marketing specialists and researchers from Lithuania and other countries. Analysis shows that traditional conception of brands and logotypes cannot fully describe their factual role and function in modern world. The newest researches and findings in this area indicate that modern conception of brands and logotypes comprises various methods of informational psychological impact, which allow to influence consumers not only in traditional way through human sensory systems, but also through sub sensory level. This enable to transfer desirable information about products and services and therefore to increase consumption even without necessity or need. In order to transmit information through brands and logotypes, which evokes desire to buy are used various methods of informational psychological impact: psychogenic, psychoanalytic (psycho-correcting), neuro-linguistic, psychotropic, psychotronic. These methods allow to add misleading and distorted information to consumer, which can has negative consequences to consumers individually and to whole society. Therefore, using of methods of informational psychological impact should be strictly legally determinate.


brand; logotype; impact; psychological influence; psychogenic; psychoanalytic (psycho-correcting); neuro-linguistic; psychotropic, psychotronic methods; buying; producer; consumer.

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Print ISSN: 1822-6515
Online ISSN: 2029-9338