“GABITUS” PIERRE BOURDIER AS A THEORETICAL BASIS FOR ANALYSIS OF SOME BRANDS

The article discusses the concept of habitus of the French sociologist Pierre Bourdieu as a theoretical basis for analyzing the formation and development of the so-called generalized brands. The author's generaliza- tion process may, in the author's opinion, become a subject of sociology research, since generalized brands form new social actions, behavioral models in society. Perhaps the “habitus” will help answer questions about the causes of generalization and its consequences for society in order to understand the influence of processes occur- ring within economic fields on processes occurring in other social fields