Marketing Semiotics: Signs, Strategies, and Brand Value

Paperback | March 22, 2012

byLaura R. Oswald

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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 brandmeanings 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 themanagement 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 equitymanagement, 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 throughtechnological and cultural change, differentiating brands in the competitive environment, and counteracting the natural depletion of brand meaning over time.

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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 brandmeanings is not only an academic question. ...

Laura Oswald, Ph.D. is founder and director of Marketing Semiotics Inc. Dr Oswald is an expert in the areas of brand strategy, consumer research, and semiotics - a social science discipline that examines brands and advertising in the framework of cultural signs and meanings. She conducts consumer studies in a variety of formats, inclu...
Format:PaperbackDimensions:272 pages, 9.21 × 6.14 × 0.68 inPublished:March 22, 2012Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:019956650X

ISBN - 13:9780199566501

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Table of Contents

Introduction1. Semiotics in the World of Goods2. Marketing Semiotics3. Mining the Consumer Brandscape4. Brand Discourse5. Mining the Multicultural Brandscape6. The Semiotics of Consumer Space