Letters and brands: alphabet of consumer society

The article is devoted to brand recognition in modern society, consumption society. The authors decided to check how brands have penetrated the consciousness of people. Research hypothesis: if the brand is recognizable by one letter. So-called «Cody method» was developed to conduct the study, based on the work «American alphabet» of american artist Heidi Cody. The research hypothesis was confirmed. The average percentage of brand awareness accounted for 73,2 %. According to this study, the authors concluded that brands are quite firmly entrenched in the consciousness of modern people.