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Marketing semiotics : signs, strategies, and brand value

Author: Laura R Oswald
Publisher: Oxford ; New York : Oxford University Press, 2012.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
"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  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Oswald, Laura R.
Marketing semiotics.
Oxford ; New York : Oxford University Press, 2012
(DLC) 2011278665
(OCoLC)706031353
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Laura R Oswald
ISBN: 9780191806681 0191806684
OCLC Number: 778433154
Description: 1 online resource (xii, 218 pages) : illustrations
Contents: Introduction --
Semiotics in the world of goods --
Marketing semiotics --
Mining the consumer brandscape --
Brand discourse --
Mining the multicultural brandscape --
The semiotics of consumer space --
New directions in marketing semiotics.
Responsibility: Laura R.

Abstract:

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,  Read more...

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A breath of fresh air to the confining functional benefit brand view. Its in-depth discussion of how brands provide meaning to customer lives expands our understanding of brands and their roles. * Read more...

 
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