Marketing semiotics
Subtitle: signs, strategies, and brand value
By: Laura R. Oswald
Publisher: Oxford University Press
Published: 2012
Place of publication: Oxford; New York
Language: eng
Number of pages: 218
ISBN-13: 9780199566501; 9780199566495
Subjects: Marketing; Communication in marketing; Branding (Marketing); Semiotics
Description: Proposes that consumers shop for brand meanings, not just goods and services. Brands offer consumers intagible benefits such as symbolic relationship, a vicarious experience, and even a sense of identity. This semiotic dimension of brands, has more that academic interest for firms, since the breadth and depth of the meanings consumers associate with the brand name and logo have measurable impact on the firm's financial performance.
Notes: Includes bibliographical references (p. [203]-213) and index.