Work

A Semiotic Note on Branding

Year: 2008

Type: article

Abstract: This paper investigates how the pragmatic semiotics of C.S. Peirce can be used as a way of analyzing brands as signs, containing emotional elements that can establish brand communities and branding as the process of establishing brand communities. During the branding process the values, which we call the supra symbolic layer of the brand and the specific artifact merge into a statement or a sign. We discuss the fragility of such brand communities, how we are able to participate in brand communities through our use of the particular brand, and how we are quickly able to leave such communities when we change brands.

Source: VBN Forskningsportal (Aalborg Universitet)

Authors: Leo Torkild Thellefsen, Christian Andersen, Bent Sørensen, Marcel Danesi

Institution: Aalborg University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W2115810876

FWCI: 3.266

Cites: 8

Cited by: 17

Related to: 10