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Brand Equity Planning with Structuralist Rhetorical Semiotics

Title: Brand Equity Planning with Structural...
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Brand Equity Planning with Structuralist Rhetorical Semiotics furnishes an innovative conceptual
mo...
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George Rossolatos Brand equity planning with structuralist rhetorical semiotics Kassel University Press Feb 2014

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RHETORICAL SEMIOTIC BRAND EQUITY PLANNING METHODOLOGY, 900 PAGES

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George Rossolatos Brand equity planning with structuralist rhetorical semiotics Kassel University Press Feb 2014

  1. 1. Press release Brand Equity Planning with Structuralist Rhetorical Semiotics Title: Brand Equity Planning with Structuralist Rhetorical Semiotics ISBN: 978-3-86219-706-4 (print) 978-3-86219-707-1 (e-book) Author: George Rossolatos Release date: February 2014 Pages: 895 Publisher: Kassel University Press Available for preview and purchase @ http://www.uni-kassel.de/hrz/db4/extern/dbupress/publik/abstract.php?978-3-86219-706-4
  2. 2. Publication objectives Brand Equity Planning with Structuralist Rhetorical Semiotics furnishes an innovative conceptual model and methodology for brand equity planning, with view to addressing a crucial gap in the marketing and semiotic literatures concerning how advertising multimodal textual elements may be transformed into brand associations, with an emphasis on rhetorical relata as modes of connectivity between a brand’s surface and depth grammar. The scope of this project is interdisciplinary, spanning research areas such as brand equity, structuralist semiotics, textual semiotics, visual and film semiotics, multimodal rhetoric, film theory, psychoanalysis. The proposed connectionist conceptual model of the brand trajectory of signification is operationalized through a methodological framework that encompasses a structuralist semiotic interpretative approach to the textual formation of brand equity, supported by quantitative content analysis with the aid of the software Atlas.ti and the application of multivariate mapping techniques. About the author George Rossolatos is an academic researcher and marketing practitioner, with experience in advertising, marketing research and brand management. He holds a BA (Hons) in Philosophy (University of Essex), an MSc in Marketing (Manchester Business School), an MBA (Strathclyde Business School) and a PhD in Marketing Semiotics (University of Kassel). He is the founder of the semiotics consulting agency //disruptiVesemiOtics// and editor of the International Journal of Marketing Semiotics (http://ijmarketingsemiotics.com/). His research interests rest with effecting inter-textual cross-fertilizations between marketing, rhetoric and semiotics, also informed by disciplines such as phenomenology, psychoanalysis, cultural studies. Contact georgerossolatos123@gmail.com Brought to you by //disruptiVesemiOtics//

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