Marketing Semiotics

The book discusses the concept of brand equity and its impact on the financial performance of a company through analysis of the 'semiotics' of the brand and its sign systems. Including case studies, it provides an actionable strategy for steering brands through internal and external changes and pressures.

Introduction ; 1. Semiotics in the World of Goods ; 2. Marketing Semiotics ; 3. Mining the Consumer Brandscape ; 4. Brand Discourse ; 5. Mining the Multicultural Brandscape ; 6. The Semiotics of Consumer Space