Kontrakultūros raiška prekės ženklo ir vartojimo valdyme ; The expression of brand and consumption management

Abstract

This postgraduate studies final work analyses theoretical counterculture concepts and the rise of counterculture. It also reveals the reasons for the rise of counterculture, the evolution of counterculture, and how the counterculture influences society and the political system. The counterculture is described from three directions: radicals-activists counterculture "propagates forms and requires new obligations"; communal utopian counterculture are formed of ascetic hermetic communes supported by unique values; and mystical counterculture, which are "looking for the right thing in themselves, are introverts and seeking deliberately to preserve their original values." These three separate forms of counterculture are not appointed descriptions of counterculture groups; they are predominated forms of counterculture according to their characteristics and tendencies. The second theoretical theme of this postgraduate studies final work is examined through culture connection with trademark and the controlled consumption prism. This final work reveals the meanings of trademark, elements, and functions, where culture is identified as one of the important subjects. Described are modern and postmodern trademark production and destruction aspects in the culture trajectory, and the differences are emphasised between those currents. There is also a great importance attached to the estimation of the styles of the decisions taken by modern consumers in the cultural influential context. This study also analyses consumers' decisions reception and cultural integration, in which the expressive and influential role of culture is revealed in decisions reception and understanding. The two significant sub-themes – culture and trademark with controlled consumption – unite trademarks and controlled consumption aspects analysis in the counterculture and cultural dimensions and the consumers' taken decisions integration model. This model is depicted as a foundation for the practical formation of a model for different societal groups. In these Master's theses, according to analysed theoretical counterculture, the decisions' reception styles and cultural dimensions, there is a model formed of the Kaunas town counterculture trademark and controlled reception. The model formed will help market specialists control counterculture resistance in the market. It will also help to weaken negative influence, to encourage the usage of certain goods, or to choose previously rejected trademarks. These theses offer the use of this model of the Kaunas counterculture trademark and controlled consumption in the absolute theoretical and practical likeness. The work object is to theoretically reveal certain features of trademark and controlled consumption, and to form the model of counterculture trademark and controlled consumption. For this purpose, these problems were formed: 1. To elucidate the reason for counterculture development, evolution, counterculture movements in the social context, and the main dimensions of this phenomenon. 2. To reveal trademark's development tendencies in the cultural context and review modern and postmodern paradigms of trademark production and destruction. 3. To reveal the methodologies of the consumers' decisions reception in the cultural context. 4. To reveal the integration of the methodologies of the culture and consumers' decisions reception. 5. After researching the phenomenon of counterculture influence in Kaunas, there was a model to be made of counterculture trademark and controlled consumption. Key words: counterculture, counterculture of Kaunas, styles of consumers' decisions reception, cultural dimensions, trademark, controlled consumption.