The introduction sets the context for the work by discussing the importance of the understanding of the difference between sign and symbol. To be able to understand the rest of this essay properly, all the aims and research methods are also explained.
The various ways that symbols and signs are defined is examined in chapter three. This shows the importance that has been attributed to the psychological, semiotical and typographical approach.
Chapter four concludes a brief introduction about branding and the use of signs and symbols. More-over it discusses three case studies: Vodafone, Bold and Shell. Most of them based on company material and articles found on the internet. The case studies show that there is a lot of similarity in the world of branding and they also demonstrate the theories explored in chapter three.
The conclusion based upon the examined information is written in chapter five, containing a more personal view on the subject. While this is only a five thousand word essay I was unable to explore other sign theories. They are also named in the conclusion.