The term "brand design": the conceptual structure and communicative potential

The article attempted to justify the possibility of using the phrase “brand-design” as a professional term. Justify its practical and methodological value for design, to identify the specificity of the object and the process of the project impact of specified term and give its preliminary determination. In the process of achieving the desired objective, in article understanding of the conceptual structure of the term brand design, analyses and justifying the role professional context the use of the term, argues the need for and the importance of considering its information capacity and communications properties. While the information capability of the term “brand-design” is understand as the aggregate of a certain collective cognitive experience that represents the basic framework on which rests a contemporary scientific and professional knowledge about the brand as whole, and communicative property as a means of communication, reflecting a relationship in the system of producer-consumer goods and creates the condition for the communication process, forming the content of communicative potential of the brand.