The Philosophy of Happiness that Impacts Branding

Abstract

This article presents a philosophical perspective of happiness from the ancient scholar Socrates, who defined Eudaimonia as a state of more than joy. While Albert Einstein focused on making life calm and simple, his theory of happiness emphasizes true and lasting happiness even in the darkest moments of life. Martin Seligman, a positive psychologist and the inventor of the theory of happiness (PERMA) includes the following elements: Positive Emotion (increasing positive emotions), Engagement (finding flow in what you do), Relationships (empathizing with friendship), Meaning (finding the purpose of living), and finally, Accomplishment. These aspects reflect the philosophy of happiness in Scandinavia, such as the Danish version of Hygge, which centers on the art of building relationships within society. The article also explores the philosophies of Lagom and Sizu, emphasizing the spirit of courage, strength, and perseverance. Linked to the core of these philosophies is the idea of generation choosing their path according to tastes and behaviors that define one's worthiness and contribute to the grandeur of the history of happiness. The article delves into happiness philosophies in Asia, such as the Ikigai Philosophy, Kintsugi, Ichigo Ichie, Wabi-sabi, and Kodawari, which have been adopted to create product identities as important as those of Western nations. These philosophies have been applied in designing creative identities that continue to be remembered even in modern times.