Marketing Semiotics : Signs, Strategies, and Brand Value
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| Title: | Marketing Semiotics : Signs, Strategies, and Brand Value |
|---|---|
| Description: | 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. Marketing Semiotics 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 meanings, or semiotics. The book uses structural semiotics, a discipline that extends the laws of structural linguistics to the analysis of verbal, visual, and spatial sign systems, to shed light on the cultural codes and discourse of brands. It proposes that semiotic research should form the cornerstone of brand equity management, since brands rely so heavily on sign systems that contribute to profitability by distinguishing brands from simple commodities, from competitors, and engaging consumers in the brand world. The book includes dozens of global business cases where semiotics has been used to refocus, reposition, or extend the brand to new products, customers, and markets. Drawing upon twenty years of academic and consulting experience, the book provides actionable direction for steering brands through technological and cultural change, differentiating brands in the competitive environment, and counteracting the natural depletion of brand meaning over time. |
| Authors: | Laura R. Oswald |
| Resource Type: | eBook. |
| Subjects: | Marketing, Branding (Marketing), Communication in marketing, Semiotics |
| Categories: | BUSINESS & ECONOMICS / Marketing / General |
| Database: | eBook Collection (EBSCOhost) |
| FullText | Links: – Type: ebook-pdf – Type: ebook-epub Text: Availability: 0 |
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| Items | – Name: Title Label: Title Group: Ti Data: Marketing Semiotics : Signs, Strategies, and Brand Value – Name: Abstract Label: Description Group: Ab Data: 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. Marketing Semiotics 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 meanings, or semiotics. The book uses structural semiotics, a discipline that extends the laws of structural linguistics to the analysis of verbal, visual, and spatial sign systems, to shed light on the cultural codes and discourse of brands. It proposes that semiotic research should form the cornerstone of brand equity management, since brands rely so heavily on sign systems that contribute to profitability by distinguishing brands from simple commodities, from competitors, and engaging consumers in the brand world. The book includes dozens of global business cases where semiotics has been used to refocus, reposition, or extend the brand to new products, customers, and markets. Drawing upon twenty years of academic and consulting experience, the book provides actionable direction for steering brands through technological and cultural change, differentiating brands in the competitive environment, and counteracting the natural depletion of brand meaning over time. – Name: Author Label: Authors Group: Au Data: <searchLink fieldCode="AR" term="%22Laura+R%2E+Oswald%22">Laura R. Oswald</searchLink> – Name: TypePub Label: Resource Type Group: TypPub Data: eBook. – Name: Subject Label: Subjects Group: Su Data: <searchLink fieldCode="DE" term="%22Marketing%22">Marketing</searchLink><br /><searchLink fieldCode="DE" term="%22Branding+%28Marketing%29%22">Branding (Marketing)</searchLink><br /><searchLink fieldCode="DE" term="%22Communication+in+marketing%22">Communication in marketing</searchLink><br /><searchLink fieldCode="DE" term="%22Semiotics%22">Semiotics</searchLink> – Name: SubjectBISAC Label: Categories Group: Su Data: <searchLink fieldCode="ZK" term="%22BUSINESS+%26+ECONOMICS+%2F+Marketing+%2F+General%22">BUSINESS & ECONOMICS / Marketing / General</searchLink> |
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| RecordInfo | BibRecord: BibEntity: Classifications: – Code: 658.802 Scheme: ddc Type: prePub Languages: – Code: eng Text: English Subjects: – SubjectFull: Marketing Type: general – SubjectFull: Branding (Marketing) Type: general – SubjectFull: Communication in marketing Type: general – SubjectFull: Semiotics Type: general Titles: – TitleFull: Marketing Semiotics : Signs, Strategies, and Brand Value Type: main BibRelationships: HasContributorRelationships: – PersonEntity: Name: NameFull: Laura R. Oswald – PersonEntity: Name: NameFull: Laura R. Oswald IsPartOfRelationships: – BibEntity: Dates: – D: 01 M: 01 Type: published Y: 2012 – D: 04 M: 02 Type: profile Y: 2014 Identifiers: – Type: isbn-print Value: 9780199566495 – Type: isbn-print Value: 9780191647901 – Type: isbn-print Value: 9780199566501 – Type: isbn-electronic Value: 9780191617867 Titles: – TitleFull: Marketing Semiotics : Signs, Strategies, and Brand Value Type: main |
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