Structuralist semiotics and brand equity grossolatos 30 5 2012

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The value of structuralist semiotics for brand management, and account planning alike, resides in its focus on internal marketing productivity from a brand signification point of view and not with (at least not primarily) bottom line results of marketing activities, which are incumbent on a plethora of marketing mix and external marketing environment variables. To this end, buzzwords, such as «applying semiotics profitably» only afford to obfuscate the value of semiotic approaches for brand management and to beg questions as to how such approaches may be linked to hard metrics, such as profitability. The main field of application, in this respect, rests with managing consumer perceptions about a brand in line with brand communicative efforts through time.

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