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SEMIOTICS IN BRAND COMMUNICATION
OR PUTTING THE BRAND MEANINGS
ON THE SPOT
What new to say about
the BRAND ...?
Each succesfull brand must have a clear vision,
a clear direction to go, a unique identity and a
distinct image. Brand ima...
Brand meaning must be embedded in all
communication messages sent over to
reinforce a consistent, crystal-clear, unique
br...
Brand meanings must remain consistent while
brand is communicated through different
channels such as ATL, print, POS, web,...
Brand exists in different contexts: such as the
specific market with its competitors, high or less
saturated product segme...
Brand contexts might be studied by, semiotics,
communication research, discourse analysis,
brand rhetoric analysis, creati...
WHO AM I ...?
I am a communication expert using
knowledge from different realms:
marketing, market research, cognitive
psy...
WHAT DO I DO ... ?
I help clients
create, formulate
or redefine the
key meanings for
their brands, so
brands remain
releva...
WHAT IS THE PURPOSE OF MY
WORK?
To help brands create or strengthen the
brand identity by discovering unique brand
meanings, which would tap into consumer...
To help brands design communication
which would carry consistent brand
meanings via multiple channels over
time.
2.
To help brands eliminate contradictory
messages in their multi-channel
communication, so the brand positioning
remains cle...
To help brands prevent or eliminate image
fragmentation, so the consumers receive
and encounter consistent, meaningful
exp...
To help brand develop, test, and refine
communication strategies that turn
audience insights into successful
marketing pro...
TO WHO IS MY COOPERATION
INTENTED ...?
Advertising agencies
Public Relations companies
Experts of internal or external
com...
LUCIA TRÉZOVÁ: PhDr. Lucia Trezova has been working for more than 13
years in marketing and market research in the Czech
R...
InSymbols.
MARKET
RESEARCH
& TRAININGS
http://www.insymbolsresearch.com/
Mining the Brandscape
1. BRAND COMMUNICATION CONS...
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Semiotics in Brand Communication

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Semiotics, as an integrative discipline, combining knowledge from different realms, seems to be the most useful approach in managing brands and designing marketing communication. This presentation offers a glance overview of how brand can be seen from this perspective and shows how it can be beneficial for advertising agencies and PR companies while designing the brand communication.

Published in: Marketing, Business, Technology

Transcript of "Semiotics in Brand Communication"

  1. 1. SEMIOTICS IN BRAND COMMUNICATION OR PUTTING THE BRAND MEANINGS ON THE SPOT
  2. 2. What new to say about the BRAND ...?
  3. 3. Each succesfull brand must have a clear vision, a clear direction to go, a unique identity and a distinct image. Brand images must be easily readable for consumers. The values represented by the brand must be relevant to consumers, having the culturally relevant meanings consumers can identify with. Brand is a cluster of meanings that are rooted in the culture.
  4. 4. Brand meaning must be embedded in all communication messages sent over to reinforce a consistent, crystal-clear, unique brand image. Different messages of the different channels must provide the compact stream of information always conveying the key brand meanings. All visual and textual messages must be unified by the brand key meanings. Brand meaning is what customers shop for. Brand without a meaning is just an empty shell.
  5. 5. Brand meanings must remain consistent while brand is communicated through different channels such as ATL, print, POS, web, social media, etc. Brand meaning should be used by agencies as a guideline, otherwise there is the threat that the brand identity will dilute and become fragmented during the different execution, during different campaigns. Undestanding brand meanings ensures consistent brand experience for consumers.
  6. 6. Brand exists in different contexts: such as the specific market with its competitors, high or less saturated product segment, cultural contexts with people’s habits, beliefs and attitudes which all together shape the brand meanings. For brands in order to remain relevant and attractive to their customers, it is crucial, that are anchored with its market, social and cultural contexts. Brand is not an island.
  7. 7. Brand contexts might be studied by, semiotics, communication research, discourse analysis, brand rhetoric analysis, creative interpretations of consumer data and trend analysis. All this can help discover, understand, control and manage brand symbolic values over time while communicating them via various channels, enabling consumers to use them for satisfying their personal symbolic needs. Meaning is simply put a symbolic value of a brand.
  8. 8. WHO AM I ...? I am a communication expert using knowledge from different realms: marketing, market research, cognitive psychology, anthropology, semiotics and linguistic to help build strong and culturally rooted brands with coherent meanings and the ability to communicate consistently with its target audience.
  9. 9. WHAT DO I DO ... ? I help clients create, formulate or redefine the key meanings for their brands, so brands remain relevant, attractive and aspirational for their target groups. I help secure, that different types of communication messages delivered through various channels will always be in line with the key brand meanings, keeping brand image away from the risk, that brand will become fragmented and will lose its identity. For this I use a transdisciplinary approach, combining specific knowledge of a communication theory, marketing, standard market research, a cognitive psychology, commercial semiotics and a linguistic.
  10. 10. WHAT IS THE PURPOSE OF MY WORK?
  11. 11. To help brands create or strengthen the brand identity by discovering unique brand meanings, which would tap into consumers’ values and experiences rooted in their culture. 1.
  12. 12. To help brands design communication which would carry consistent brand meanings via multiple channels over time. 2.
  13. 13. To help brands eliminate contradictory messages in their multi-channel communication, so the brand positioning remains clear and distinct over time. 3.
  14. 14. To help brands prevent or eliminate image fragmentation, so the consumers receive and encounter consistent, meaningful experience via different channels (ATL, print, POS, content, social media, web, etc. ) 4.
  15. 15. To help brand develop, test, and refine communication strategies that turn audience insights into successful marketing programs. 5.
  16. 16. TO WHO IS MY COOPERATION INTENTED ...? Advertising agencies Public Relations companies Experts of internal or external communication in diverse companies
  17. 17. LUCIA TRÉZOVÁ: PhDr. Lucia Trezova has been working for more than 13 years in marketing and market research in the Czech Republic and in abroad. She specializes in new trends in brand management, so her approach to brands and their communication is uncommon and unique. She is a passionate innovator, who integrates and combine knowledge from marketing, market research, communication theories, psychology, semiotics, linguistics and rhetoric providing the new and extraordinary perspective on brands and communication. She believes that people should cooperate, connect and share their knowledge, because it is the best way to create the new, inventive ideas. Her services include: • consultations • market research services and • trainings / workshops regarding brands and their communication strategy http://luciatrezova.blogspot.cz/ CONTACT: PhDr. LUCIA TREZOVA COMMUNICATION CONSULTANT InSymbolsResearch.com lucia.trezova@gmail.com
  18. 18. InSymbols. MARKET RESEARCH & TRAININGS http://www.insymbolsresearch.com/ Mining the Brandscape 1. BRAND COMMUNICATION CONSULTANCY 2. MARKET AND CULTURAL RESEARCH 3. CREATIVE WORKSHOPS AND TRAININGS
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