A Study Of The Brand Totem On The Context Of Consumer Society

With the development of commercial economy and abundance of social matter, consumption gradually becomes an important content in daily life. The western countries, taking the lead in consumer society, make the consumption culture permeate all over the world with idea of consumerism, which has been a main culture.Brand, existing as commodity symbol, is an important content in consuming activities, which even becomes a key factor deciding the consumers' purchase; meanwhile, the brand makes people achieve crazy degree. Some scholar constructs the concept of brand totem by compiling the brand with totemism of primitive religion, who considers that the brand and totem are consistent in some culture. The author agrees the consistence of idea in brand and totem, the phenomenon of totemism in the consuming activities of brand, however, which is a reflection in the presentation, a simple combination with two concepts, or a utilization of parable. The study needs extending to deep level, and the concept of brand totem needs constructing at a platform.Combined with the social background, every theory can process the realistic meaning and rationality. In consumer society, the presentation of totemism showed by brand consumption would not break away from the environment of consumer society. The essay is constructed on the basis of above consideration, trying to conclude the deep relations between brand and totem through the platform of consumer society, excavating the essence of brand totem and discussing the constructional method.