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ДОПОЛНЕНИЕ
Данные записки установили случай онтологической действительности фирменных марок, противопоставляя его разнообразным формам идеалистического понимания фирменной марки. Причем демонстрируемая условность в значительной степени лежала в пределах области материальной онтологии. Формальная онтология коммерческой продукции, так же как и маркетинга и экономики в целом, в значительной степени еще требует исследования. Подобная попытка будет заключаться в анализе мереологических (то есть проблем спектра часть-целое) и топологических свойств продукции, фирменных марок и категорий продукции. Это все можно представить в аксиоматической форме использования ресурсов языка как начального порядка предикативной логики. Это будет означать транслируемость в языки (подобные Онтолингве) основного набора попыток конструирования прикладных онтологических решений в пределах рамок искусственного сознания (Guarino 1998; Uschold/King/Moralee/Zorgios 1998).
Мереотопология, однако, может определить лишь архитектуру сферы бытования продукции. Исследование марочной политики как процесса, использующего различные марочные стратегии, и, в конечном счете, условия воздействия марочной тождественности, требует вторичного построения, и, как материал углубленного исследования, относится к проблеме экологии фирменных марок. Это означает включение в исследование как минимум следующих проблем: (1) конкуренция между фирменными марками как конкуренция поверх долей, обеспеченных им их нишами (вместо рынка); (2) условий перекрытия ниш; (3) ширины и глубины ниш; (4) максимальное и оптимальное число фирменных марок в категории продукции (то есть пропускная способность категорий); (5) эластичность ниш в отношении линий продукции и марочных расширений; (6) марочные стратегии, такие как защитная марочная политика, субмарочная тактика и т.д. Исследование данных тем требует использования аппарата математического анализа.
Реалистический взгляд на фирменные марки создает эмпирические утверждения о потребительском поведении. Чтобы установить их законность, доступные для проверки опытом гипотезы будут должны быть разработаны и сопоставлены с первичными и вторичными данными относительно марочной осведомленности и марочного выбора.
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