Abstract:

The aim of this paper is to display a conceptual and methodological framework for brand image research by drawing on the discipline of structuralist semiotics. Upon a critical review of existing research from key authors in the brand semiotics literature and through an engagement with the concept of brand image as formulated by key authors in the marketing literature, a semiotic model is furnished for the formation of brand image and brand identity. By drawing on the structuration process of brand image along the three major strata in a brand’s signification trajectory, and the key operations of reduction, redundancy, recurrence, isotopy, homologation, I focus more narrowly on how the chaining [enchaînement] of elements from the three strata is effected with view to addressing how brand image may be operationalised in structuralist semiotic terms vis a vis a brand’s intended positioning, how it may be linked to a brand’s advertising discourse and how the conceptual framework may yield a platform for ongoing brand image analysis and management. Downloads PDF Published 2012-10-01 How to Cite Rossolatos, G. (2012). Applying structuralist semiotics to brand image research. Public Journal of Semiotics, 4(1), 25–82. https://doi.org/10.37693/pjos.2012.4.8838 More Citation Formats ACM ACS APA ABNT Chicago Harvard IEEE MLA Turabian Vancouver Download Citation Endnote/Zotero/Mendeley (RIS) BibTeX Issue Vol. 4 No. 1 (2012) Section Articles Make a Submission Make a Submission Information For Readers For Authors For Librarians PJOS (Public Journal of Semiotics) is a multidisciplinary Open Access Journal and is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

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