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Marketing SemioticsSigns, Strategies, and Brand Value$
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Laura R. Oswald

Print publication date: 2012

Print ISBN-13: 9780199566495

Published to Oxford Scholarship Online: April 2015

DOI: 10.1093/acprof:osobl/9780199566495.001.0001

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(p.xiv) (p.1) Introduction
Marketing Semiotics

Laura R. Oswald

Oxford University Press

This introductory chapter highlights the use of semiotics as a social-science discipline to analyze verbal, visual, and spatial sign systems. It shows the methodology in organizing and focusing meanings that are associated with brands, consumers, and culture. The importance of marketing semiotics is that it can refocus, reposition, or extend the brand, as well as develop new markets, new products, or new segments. Brand valuation can grow by myth association, archetypes assigned to it, or oral perception given by a culture. The text is a guide for the strategist in creating new directions for brands in this technological age. It will help to differentiate brands from the competition and will help retain brand identity, improve recognition, and impart meaning.

Keywords:   semiotics, spatial sign systems, brand valuation, brand identity

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