The article considers the process and result of the specific transition of phenomena, commercial in origin and functions, into a socio-cultural non-commercial space with their subsequent transforma tion into mechanisms of cultural transmission. In this review, they are conditionally designated as “generalized brands”. The author made an attempt to identify the main positive and negative features of the process of the emergence of such a brand in the company and in the society. The article also provides the concept of habitus of Pierre Bourdieu as a theoretical basis for analyzing the formation and development of generalized brands. The process of brand generalization can, according to the author, become the subject of sociological research, since such brands form new social actions, behavioral models in society. Perhaps “habitus” will hel p to resolve questions about the causes of generalization, its consequences for society in order to understand the impact of processes, the implementation of their intra-economic fields, on processes, implementation in other social fields. Based on the results of the first stage of empirical research, the author puts forward some hypotheses and draws the first conclusions about the specifics of this transition, in particular, about the peculiarities of filling the habitus of a modern individual with non-commercial versions of these phenomena.