Marketing Semiotics - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Marketing Semiotics write by Laura R. Oswald. This book was released on 2012-02-16. Marketing Semiotics available in PDF, EPUB and Kindle. 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.
Marketing and Semiotics
Marketing and Semiotics - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Marketing and Semiotics write by Jean Umiker-Sebeok. This book was released on 2012-10-25. Marketing and Semiotics available in PDF, EPUB and Kindle.
Using Semiotics in Marketing
Using Semiotics in Marketing - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Using Semiotics in Marketing write by Rachel Lawes. This book was released on 2020-03-03. Using Semiotics in Marketing available in PDF, EPUB and Kindle. In what can seem a complex, abstract field, this book is an invaluably clear, practical resource on how to seize the tremendous opportunity that semiotics offers to better understand your consumers. Semiotics is big business. It is most famous for its unique ability to decode visual images and is the only market research method which provides a systematic, reliable and culturally sensitive method for interpreting what visual images mean. Semiotics sheds new light on consumers and the world they live in, stimulates creativity and innovation, guides brand strategy, and finds solutions to a plethora of marketing problems. Using Semiotics in Marketing will help marketers looking to launch new brands, reposition existing brands, or rejuvenate established ones. Written by one of the original founders of commercial semiotics, Using Semiotics in Marketing outlines precisely what semiotics is and why it matters, before moving on to demonstrate how to run a successful commercial semiotics project. Packed with fascinating case studies proving how visual imagery is interpreted differently across cultural, racial and social demographics, it provides essential insights into understanding consumers. This results in better ads, websites, packaging and social media content - ultimately driving brand growth and profits.
Semiotics, Marketing and Communication
Semiotics, Marketing and Communication - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Semiotics, Marketing and Communication write by Jean-Marie Floch. This book was released on 2001-12-14. Semiotics, Marketing and Communication available in PDF, EPUB and Kindle. Semiotics, or the study of signs, plays an increasingly important role within marketing as a guide to psychological and social aspects of communication. Jean-Marie Floch provides an introduction to the potential offered by a semiotic approach to a variety of marketing and communication problems or situations. Key semiotic concepts and principles are gradually introduced using real life studies.
Creating Value
Creating Value - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Creating Value write by Laura R. Oswald. This book was released on 2015. Creating Value available in PDF, EPUB and Kindle. In global consumer culture, brands structure an economy of symbolic exchange that gives value to the meanings consumers attach to the brand name, logo, and product category. Brand meaning is not just a value added to the financial value of goods, but has material impact on financial markets themselves. Strong brands leverage consumer investments in the cultural myths, social networks, and ineffable experiences they associate with marketing signs and rituals. Creating Value: The Theory and Practice of Marketing Semiotic Research is a guide to managing these investments by managing the cultural codes that define value in a market or consumer segment. The book extends the discussion beyond the basics of semiotics to post-structural debates related to ethnographic performance, multicultural consumer identity, the digitalized consumer, and heterotopic experiences of consumer space. The book invites readers to challenge the current thinking on topics ranging from cultural branding and brand rhetoric to digital media management and service site design. It also emphasizes the role of product category codes and cultural trends in the production of perceived value. Creating Value explains theory in language that is accessible to academics and students, as well as research practitioners and marketers. By applying semiotics to the everyday world of the marketplace, the book makes sense of the semiotics discipline, which is often mystified by technical jargon and hair-splitting debate in the academic literature. The book also provides practitioners and professors with a practical guide to the methods used in semiotic research across the marketing mix.
