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Chapter 15: The Brand as an Economic Value and a Sign: Positioning as an Instrument for Creating Market Distinctions

Trendafilov, Dimitar (2015) Chapter 15: The Brand as an Economic Value and a Sign: Positioning as an Instrument for Creating Market Distinctions. In: International Handbook of Semiotics. Springer, pp. 341-368. ISBN 9789401794039

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Official URL: http://www.springer.com/us/book/9789401794039

Abstract

The chapter is dedicated to the brand subject and particularly to the communication function each brand actually has. After the necessary definition the connection between branding and semiotics is set in order to point out that value and signification (e.g. differentiation and identity making) interact in the contemporary highly competitive markets. A large part of the text concerns the positioning theory and practice accompanied by figures and prominent authors perspectives and comments on the topic.

Item Type:Book Section
Uncontrolled Keywords:brand, sign, positioning, communication
Subjects:Language. Linguistics. Literature > Language
Philosophy > Culture. Cultural studies. Philosophy of culture
Sociology.Anthropology > Cultural anthropology
ID Code:2589
Deposited By: As. prof. Dimitar Trendafilov
Deposited On:30 Jun 2015 14:07
Last Modified:01 Jul 2015 12:02

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