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Marketing Semiotics
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Marketing Semiotics: Signs, Strategies, and Brand Value

Laura R. Oswald

Abstract

Everyday consumers buy into the concept of brands and their associated meanings—the perception of quality, a symbolic relationship, a vicarious experience, or even a sense of identity. This book suggests that the extent to which consumers recognize, internalize, and relate to brand meanings is not only an academic question. These meanings contribute to “brand equity”, the financial value of intangible brand benefits that exceed the use value of goods, and impacts upon a firm's financial performance. Therefore, the management of brand equity demands first and foremost the management of brand me ... More

Keywords: brands, consumers, brand equity, band benefits, brand meanings, sign systems, semiotics

Bibliographic Information

Print publication date: 2012 Print ISBN-13: 9780199566495
Published to Oxford Scholarship Online: April 2015 DOI:10.1093/acprof:osobl/9780199566495.001.0001

Authors

Affiliations are at time of print publication.

Laura R. Oswald, author
Associate Professor of Advertising, University of Illinois at Urbana-Champaign, and Director, Marketing Semiotics Inc