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.
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.
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.
Marketing Semiotics
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. 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.
