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.
Oxford Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.
If you think you should have access to this title, please contact your librarian.