Title: Brand equity planning with structuralist rhetorical semiotics Vol.I ISBN: 978-1481843157 Author: George Rossolatos Release date: 2012 Pages: 260 Available at Amazon:http://www.amazon.com/dp/148184315X
Publication objectives:This book seeks to outline a structuralist rhetorical semiotic approach to brand equity planning,with view to addressing how advertising textual expressive elements may be selected, how theymay be transformed into brand elements and how brand elements may be transformed intobrand associations as sources of sustainable brand equity. The focus lies in demonstrating theusefulness of structuralist rhetorical semiotics in the construction and ongoing management ofbrand associations as outcomes of sustainable brand equity. This research culminates in arhetorical semiotic brand equity conceptual model.A brand equity structure consists of a web of associations that must be foreseen and plannedfrom the very first phase of brand encoding. Managing brand equity is indistinguishable frommanaging the “transformational grammar” that conjoins advertising expressive elements withbrand associations, with the aid of structuralist semiotic operations and operations ofrhetorical transformation. This brand grammar is propounded against the backdrop of theGreimasian generative trajectory of signification and enriched in the light of visual semiotics,film semiotics, multimodal discourse, film theory, branding theory and psychoanalysis. This bookputs forward the model of the brand trajectory of signification as a platform for planning andactively managing sources and outcomes of brand equity. Furthermore, the binarist rationalethat undergirds the time-hallowed semiotic square is challenged in the light of connectionistadvances. The morphology and syntax of the levels of the brand trajectory are addressed onmultiple dimensions, such as general and local textual norms, intra-brand/inter-brand, intra-filmic/inter-filmic, diachronic/synchronic. The management of brand textual coherence andconsistency in the context of the brand generative trajectory furnishes a dynamic mappingoutlook to the interplay between a brand’s idiolect and a product category’s sociolect.
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