Seminar on Branding, brand equity, brand semiotic models and research methods
Tartu University, Estonia 13-14 May 2014
George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
081016 Social Tagging, Online Communication, and Peircean Semioticsandrea huang
One of the recent Web developments has focused on the opportunities it presents for social tagging through user participation and collaboration. As a result, social tagging has changed the traditional online communication process. The interpretation of tagging between humans and machines may create new problems if essential questions about how social tagging corresponds to online communications, what objects the tags refer to, who the interpreters are, and why they are engaged are not explored systematically. Since all reasoning is an interpretation of social tagging among humans, tags, and machines, it is a complex issue that calls for deep reflection. In this paper, we investigate the relevance of the potential problems raised by social tagging through the framework of C. S. Peirce’s semiotics. We find that general phenomena of social tagging can be well classified by Peirce’s ten classes of signs for reasoning. This suggests that regarding social tagging as a sign and systematically analyzing the interpretation are positively associated with the ten classes of signs. Peircean semiotics can be used to examine the dynamics and determinants of tagging; hence, the various uses of this categorization schema may have implications for the design and development of information systems and Web applications.
George rossolatos building strong brands with structuralist rhetorical semiot...//disruptiVesemiOtics//
George Rossolatos
Building strong brands with structuralist rhetorical semiotics
New Bulgaria University 19 9 2014
12th International Association for Semiotic Studies World Congress
George rossolatos seminar on branding, brand equity, brand semiotic models an...//disruptiVesemiOtics//
Seminar on Branding, brand equity, brand semiotic models and research methods
Tartu University, Estonia 13-14 May 2014
George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
081016 Social Tagging, Online Communication, and Peircean Semioticsandrea huang
One of the recent Web developments has focused on the opportunities it presents for social tagging through user participation and collaboration. As a result, social tagging has changed the traditional online communication process. The interpretation of tagging between humans and machines may create new problems if essential questions about how social tagging corresponds to online communications, what objects the tags refer to, who the interpreters are, and why they are engaged are not explored systematically. Since all reasoning is an interpretation of social tagging among humans, tags, and machines, it is a complex issue that calls for deep reflection. In this paper, we investigate the relevance of the potential problems raised by social tagging through the framework of C. S. Peirce’s semiotics. We find that general phenomena of social tagging can be well classified by Peirce’s ten classes of signs for reasoning. This suggests that regarding social tagging as a sign and systematically analyzing the interpretation are positively associated with the ten classes of signs. Peircean semiotics can be used to examine the dynamics and determinants of tagging; hence, the various uses of this categorization schema may have implications for the design and development of information systems and Web applications.
George rossolatos building strong brands with structuralist rhetorical semiot...//disruptiVesemiOtics//
George Rossolatos
Building strong brands with structuralist rhetorical semiotics
New Bulgaria University 19 9 2014
12th International Association for Semiotic Studies World Congress
George rossolatos seminar on branding, brand equity, brand semiotic models an...//disruptiVesemiOtics//
Seminar on Branding, brand equity, brand semiotic models and research methods
Tartu University, Estonia 13-14 May 2014
George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
It's a presentation based on the paper for World congress of semiotics, Sofia, Sept. 2014, dedicated to the necessity of new perspectives on brand. It discusses the key role of people and socioculture in contemporary brand/ing practice. Semiotics is introduced as a convenient tool for development of new brand knowledge and new generation of brand managers.
George rossolatos seminar on branding, brand equity, brand semiotic models an...//disruptiVesemiOtics//
Seminar on Branding, brand equity, brand semiotic models and research methods
Tartu University, Estonia 13-14 May 2014
George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
George Rossolatos interview with Stirling Marketing & Retail Division 4 July 2016
My favorite question: How do you choose the journals where you submit your articles for publication?
My answer (in part, as what I forgot to mention in full): Based on the editorial politics that determine the prospect of obtaining a fair review in the light of published precedents and relevant advances, meaning that for as long as Kleopatra Veloutsou is the editor of the Journal of Brand Management I will not even consider (again) the prospect of submitting a paper. This is what happens when someone who has contributed the least to a discipline, who can hardly write in English, and somehow has managed to survive, stifles truly innovative research due to a (massive, the size of her brain on the inverse) conflict of interests (of course, with the blessings of black’n’white freakmasonry). Now let’s see who will be…stopped.
Truly puzzling how come the mention of the word ‘politics’ resonates negatively with some… people. Only a baboon would believe that there are no interests (micro or macro political) in the production of academic output. You don’t really need to have read Feyerbend’s eloquent expose of the workings of academic communities to know this ‘fact of reason’.
Recordings available on request.
Brand equity planning with structuralist operations and operations of rhetori...//disruptiVesemiOtics//
This paper furnishes a structuralist rhetorical semiotic conceptual framework for brand equity
planning. The main source of brand equity that is employed for exemplification purposes is the
advertising filmic text. The conceptual framework assumes as its general blueprint Greimas’s
generativist model of the trajectory of signification. Structuralist operations and operations of
rhetorical transformation are posited as the basis for the generation of superior brand associations.
The conceptual model put forward challenges the Greimasian assumption that
a
depth
semantic
structure is
reducible
to a binarist rationale, while adopting a connectionist approach
in
the form of associative networks. At the same time,
the
proposed
framework
deviates from
the
application of conceptual graphs in textual semiotics,
while
portraying in the form of
associative
networks how the three strata of a brand’s trajectory of signification interact with
view
to generating brand associations.
Sladjana Starcevic - Why we need to extend the classical model of brand perso...Sladjana Starcevic, Ph.D.
Starcevic, Sladjana (2016) “Why we need to extend the classical model of brand personality: The practical value of brand personality measuring tool for marketers”, Proceedings of the XII Convibra International Conference – Business, online edition, Brasil
The brand personality is a very popular area of research in marketing. Consumers perceive brands as if they were living beings. They assign to brands positive and negative personal traits, demographic characteristics, physical characteristics and cognitive skills. The personality of the brand is a very important means of differentiation, which is the most difficult to copy. Although this topic has been popular in in theoretical marketing research for a long time, little has been done to implement brand personality measuring tool in practice. The author dealt with the methodological shortcomings of a large number of brand personality studies and presented an extended model of "brand as a person," which, in addition to personality traits includes other determinants of the brand as a person, in order to enhance the practical use of this measuring tool. The author has conducted her own research of the extended personality profile of brands of mobile operators in Serbia (telecommunications sector), including two international companies and one domestic company, in order to determine the diagnostic and predictive value of extended brand personality measuring tool. By determining a broader profile of the „brand as a person" (current or desired), we can clearly perceive: if the diversity of the brand compared to other similar brands is sufficient, where we made the mistakes, and how we can focus brand positioning in the future, using a variety of marketing tools.
Brands in Strategic Marketing guest lectureHenri Weijo
This is a presentation I gave on March 23rd at the Helsinki School of Economics as a guest lecturer. In this presentation I go through the fundamental differences between mind-share, emotional, viral, and cultural branding, and also try to map out how they relate to each other in terms of synergy and different stages of brand building.
George rossolatos seminar on branding, brand equity, brand semiotic models an...//disruptiVesemiOtics//
Seminar on Branding, brand equity, brand semiotic models and research methods
Tartu University, Estonia 13-14 May 2014
George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
Exploring the role of cultural branding strategy in brand buildingNaveen Iftekharuddin
Dissertation for my MSc in Advanced Marketing Management from Lancaster University. I showed my dedication in brand management, planning and communications by choosing a related for my dissertation. The research gave me the opportunity to have a new and fresh approach to the idea of brand building, planning and brand communications. Moreover, it was a in-depth ethnographic research and has given me key skills needed to act like "fly on the wall" during the research process
HANDBOOK OF BRAND SEMIOTICS
Semiotics has been making progressively inroads into marketing
research over the past thirty years. Despite the amply
demonstrated conceptual appeal and empirical pertinence of
semiotic perspectives in various marketing research streams,
spanning consumer research, brand communications, branding
and consumer cultural studies, there has been a marked deficit in
terms of consolidating semiotic brand-related research under a
coherent disciplinary umbrella with identifiable boundaries and
research agenda.
The Handbook of Brand Semiotics furnishes a compass for the
perplexed, a set of anchors for the inquisitive and a solid corpus
for scholars, while highlighting the conceptual richness and
methodological diversity of semiotic perspectives.
Written by a team of expert scholars in various semiotics and
branding related fields, such as John A. Bateman, David Machin,
Xavier Ruiz Collantes, Kay L. O’Halloran, Dario Mangano,
George Rossolatos, Merce Oliva, Per Ledin, Gianfranco
Marrone, Francesco Mangiapane, Jennie Mazur, Carlos Scolari,
Ilaria Ventura, and edited by George Rossolatos, Chief Editor of
the International Journal of Marketing Semiotics, the Handbook is
intended as a point of reference for scholars who wish to enter
the ‘House of Brand Semiotics’ and explore its marvels.
The Handbook of Brand Semiotics, actively geared towards an
inter-disciplinary dialogue between perspectives from the
marketing and semiotic literatures, features the state-of-the-art,
but also offers directions for future research in key streams, such
as:
- Analyzing and designing brand language across media
- Brand image, brand symbols, brand icons vs. iconicity
- The contribution of semiotics to transmedia storytelling
- Could transmedia storytelling turn out to be what IMC
forgot (i.e., the message)?
- Narrativity and rhetorical approaches to branding
- Semiotic roadmap for designing brand identity
- Semiotic roadmap for designing logos and packaging
- Comparative readings of structuralist, Peircean and
sociosemiotic approaches to brandcomms
- Sociosemiotic accounts of building brand identity online
- Multimodality and Multimodal critical discourse analysis
- Challenging the omnipotence of cognitivism in brandrelated
research
- Semiotics and (inter)cultural branding
- Brand equity semiotics
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Similar to George rossolatos seminar on branding, brand equity, brand semiotic models and research methods part 1
It's a presentation based on the paper for World congress of semiotics, Sofia, Sept. 2014, dedicated to the necessity of new perspectives on brand. It discusses the key role of people and socioculture in contemporary brand/ing practice. Semiotics is introduced as a convenient tool for development of new brand knowledge and new generation of brand managers.
George rossolatos seminar on branding, brand equity, brand semiotic models an...//disruptiVesemiOtics//
Seminar on Branding, brand equity, brand semiotic models and research methods
Tartu University, Estonia 13-14 May 2014
George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
George Rossolatos interview with Stirling Marketing & Retail Division 4 July 2016
My favorite question: How do you choose the journals where you submit your articles for publication?
My answer (in part, as what I forgot to mention in full): Based on the editorial politics that determine the prospect of obtaining a fair review in the light of published precedents and relevant advances, meaning that for as long as Kleopatra Veloutsou is the editor of the Journal of Brand Management I will not even consider (again) the prospect of submitting a paper. This is what happens when someone who has contributed the least to a discipline, who can hardly write in English, and somehow has managed to survive, stifles truly innovative research due to a (massive, the size of her brain on the inverse) conflict of interests (of course, with the blessings of black’n’white freakmasonry). Now let’s see who will be…stopped.
Truly puzzling how come the mention of the word ‘politics’ resonates negatively with some… people. Only a baboon would believe that there are no interests (micro or macro political) in the production of academic output. You don’t really need to have read Feyerbend’s eloquent expose of the workings of academic communities to know this ‘fact of reason’.
Recordings available on request.
Brand equity planning with structuralist operations and operations of rhetori...//disruptiVesemiOtics//
This paper furnishes a structuralist rhetorical semiotic conceptual framework for brand equity
planning. The main source of brand equity that is employed for exemplification purposes is the
advertising filmic text. The conceptual framework assumes as its general blueprint Greimas’s
generativist model of the trajectory of signification. Structuralist operations and operations of
rhetorical transformation are posited as the basis for the generation of superior brand associations.
The conceptual model put forward challenges the Greimasian assumption that
a
depth
semantic
structure is
reducible
to a binarist rationale, while adopting a connectionist approach
in
the form of associative networks. At the same time,
the
proposed
framework
deviates from
the
application of conceptual graphs in textual semiotics,
while
portraying in the form of
associative
networks how the three strata of a brand’s trajectory of signification interact with
view
to generating brand associations.
Sladjana Starcevic - Why we need to extend the classical model of brand perso...Sladjana Starcevic, Ph.D.
Starcevic, Sladjana (2016) “Why we need to extend the classical model of brand personality: The practical value of brand personality measuring tool for marketers”, Proceedings of the XII Convibra International Conference – Business, online edition, Brasil
The brand personality is a very popular area of research in marketing. Consumers perceive brands as if they were living beings. They assign to brands positive and negative personal traits, demographic characteristics, physical characteristics and cognitive skills. The personality of the brand is a very important means of differentiation, which is the most difficult to copy. Although this topic has been popular in in theoretical marketing research for a long time, little has been done to implement brand personality measuring tool in practice. The author dealt with the methodological shortcomings of a large number of brand personality studies and presented an extended model of "brand as a person," which, in addition to personality traits includes other determinants of the brand as a person, in order to enhance the practical use of this measuring tool. The author has conducted her own research of the extended personality profile of brands of mobile operators in Serbia (telecommunications sector), including two international companies and one domestic company, in order to determine the diagnostic and predictive value of extended brand personality measuring tool. By determining a broader profile of the „brand as a person" (current or desired), we can clearly perceive: if the diversity of the brand compared to other similar brands is sufficient, where we made the mistakes, and how we can focus brand positioning in the future, using a variety of marketing tools.
Brands in Strategic Marketing guest lectureHenri Weijo
This is a presentation I gave on March 23rd at the Helsinki School of Economics as a guest lecturer. In this presentation I go through the fundamental differences between mind-share, emotional, viral, and cultural branding, and also try to map out how they relate to each other in terms of synergy and different stages of brand building.
George rossolatos seminar on branding, brand equity, brand semiotic models an...//disruptiVesemiOtics//
Seminar on Branding, brand equity, brand semiotic models and research methods
Tartu University, Estonia 13-14 May 2014
George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
Exploring the role of cultural branding strategy in brand buildingNaveen Iftekharuddin
Dissertation for my MSc in Advanced Marketing Management from Lancaster University. I showed my dedication in brand management, planning and communications by choosing a related for my dissertation. The research gave me the opportunity to have a new and fresh approach to the idea of brand building, planning and brand communications. Moreover, it was a in-depth ethnographic research and has given me key skills needed to act like "fly on the wall" during the research process
HANDBOOK OF BRAND SEMIOTICS
Semiotics has been making progressively inroads into marketing
research over the past thirty years. Despite the amply
demonstrated conceptual appeal and empirical pertinence of
semiotic perspectives in various marketing research streams,
spanning consumer research, brand communications, branding
and consumer cultural studies, there has been a marked deficit in
terms of consolidating semiotic brand-related research under a
coherent disciplinary umbrella with identifiable boundaries and
research agenda.
The Handbook of Brand Semiotics furnishes a compass for the
perplexed, a set of anchors for the inquisitive and a solid corpus
for scholars, while highlighting the conceptual richness and
methodological diversity of semiotic perspectives.
Written by a team of expert scholars in various semiotics and
branding related fields, such as John A. Bateman, David Machin,
Xavier Ruiz Collantes, Kay L. O’Halloran, Dario Mangano,
George Rossolatos, Merce Oliva, Per Ledin, Gianfranco
Marrone, Francesco Mangiapane, Jennie Mazur, Carlos Scolari,
Ilaria Ventura, and edited by George Rossolatos, Chief Editor of
the International Journal of Marketing Semiotics, the Handbook is
intended as a point of reference for scholars who wish to enter
the ‘House of Brand Semiotics’ and explore its marvels.
The Handbook of Brand Semiotics, actively geared towards an
inter-disciplinary dialogue between perspectives from the
marketing and semiotic literatures, features the state-of-the-art,
but also offers directions for future research in key streams, such
as:
- Analyzing and designing brand language across media
- Brand image, brand symbols, brand icons vs. iconicity
- The contribution of semiotics to transmedia storytelling
- Could transmedia storytelling turn out to be what IMC
forgot (i.e., the message)?
- Narrativity and rhetorical approaches to branding
- Semiotic roadmap for designing brand identity
- Semiotic roadmap for designing logos and packaging
- Comparative readings of structuralist, Peircean and
sociosemiotic approaches to brandcomms
- Sociosemiotic accounts of building brand identity online
- Multimodality and Multimodal critical discourse analysis
- Challenging the omnipotence of cognitivism in brandrelated
research
- Semiotics and (inter)cultural branding
- Brand equity semiotics
Exploring the rhetorical semiotic brand image structure of ad films with mult...//disruptiVesemiOtics//
The aim of this paper is to demonstrate the applicability of multivariate
mapping techniques to the exploration of the rhetorical semiotic brand image
structure of ad films. By drawing on correspondence analysis and multidimen
sional scaling, two techniques that are amply used in corpus linguistics and in
marketing research, but also on the data reduction technique of factor analysis, it
will be displayed how a set of nuclear semes and classemes or an intended semic
structure that underlies ad filmic discursive structures may be projected along
side rhetorical figures by its internal stakeholders (i.e., a brand management
team, an account planning team or a marketing research team) with view to
attaining differential brand associations. The illustration of the exploratory ana
lytical methods takes place by recourse to a corpus of 62 ad filmic texts from 13
subbrands of the 3 major brands in the UK cereals market and 321 ad filmic seg
ments that resulted from the segmentation procedure. This paper seeks to con
tribute to advancements in the brand image and advertising rhetoric research
streams by addressing distinctive modes of advertising rhetorical configuration at
the level of the ad filmic text (as against print ads where the bulk of research on
advertising rhetoric has concentrated), and moreover on a segmentbysegment
level, rather than treating the ad film as a standalone unit of analysis, by adopt
ing a multimodal outlook to advertising configurations that takes into account
not only the verbal or the visual mode, but also interactions among modes, by
adopting a product categoryspecific approach to advertising/brand textuality
that draws on rhetorical semiotics and by employing exploratory statistical
methods against the background of content analytic output.
George rossolatos post doctoral application march 2014: For a semiotic model ...//disruptiVesemiOtics//
George rossolatos post doctoral application march 2014: For a semiotic model of cultural branding and the dynamic management of a brandosphere in the face of User Generated Advertising
George rossolatos seminar on branding, brand equity, brand semiotic models an...//disruptiVesemiOtics//
Seminar on Branding, brand equity, brand semiotic models and research methods
Tartu University, Estonia 13-14 May 2014
George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
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The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
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www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
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Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
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Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
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"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
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𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
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George rossolatos seminar on branding, brand equity, brand semiotic models and research methods part 1
1. George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
Ref.ppt Date
Agenda- Day 1
• Key branding concepts
• What is brand planning?
• Marketing brand planning conceptual models
• Branding research methods
• Emerging marketing perspectives and research methods in branding
research
• Brand equity in focus: Concepts and research methods
• Semiotic perspectives on branding
• Literature gaps in brand equity research and the contribution of the brand
trajectory of signification
• Q&A
2. George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
Ref.ppt Date
Agenda- Day 2
• Literature gaps in brand equity research and the contribution of the brand trajectory of
signification
• From the generative trajectory to the brand generative trajectory
of signification
• The levels, morphology and syntax of the generative trajectory
of signification
• The brand generative trajectory of signification
• Rhetorical operations and figures: The missing links in the brand trajectory of signification
• Brand equity semiotically revisited: Linguistic value as the semiotic counterpart of brand
equity
• Methodology: A qualitative research design facilitated by quantitative content analysis and
multivariate mapping techniques
• 9-step methodological framework for projecting a brand equity structure at the encoding
stage of an ad filmic text
• Content analysis
• Case-study: Projecting the brand equity structure of the major UK Cereals brand players
• Consolidated equity metrics
• In quest for patterns of differential semic-cum-rhetorical ad textual configurations
• Areas for further research
• Q&A
3. George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
Ref.ppt Date
What are brands? The marketing perspective
A name, term, sign, symbol, or design, or a combination of them,
intended to identify the goods and services of one seller or group of
sellers and to differentiate them from those of competitors (AMA)
Intangible assets that produce added benefits for the business
(Kapferer)
Powerful entities because they blend functional, performance-based
values with emotional values (De Chernatony)
A complex symbol, the intangible sum of a product’s attributes, its
name, packaging and price, its history, reputation, and the way it is
advertised (Ogilvy)
4. George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
Ref.ppt Date
What are brands? The semiotic perspective
• “A brand is a sign in the semiotic sense. It stands for something other
than itself in some meaningful way” (Danesi)
• Logico-semantic simulacra (in line with Greimas)
• Constellations of different morphological components
• Motivated signs hanging together in self-referential discourses
through unique syntactical configurations
Rossolatos
A brand is more than a product
Aaker
5. George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
Ref.ppt Date
Key branding concepts: Brand identity
Brand identity is a unique set of brand associations that the
brand strategist aspires to create or maintain.
A brand identity structure consists of a core and an extended
identity
Core identity
The central, timeless essence of the brand or least likely to undergo
changes in line with shifts in market / competitive dynamics
The locus of core brand associations
Enduring meaning patterns
Extended identity
Peripheral brand associations
More likely to change in line with or in response to shifting market and
consumer dynamics
Aaker
Examples of core brand identity
McDonald’s: Consistent product quality and customer service
across selling points on a global scale
Coca-Cola: Quenches thirst
Michelin: Advanced-technology tires for the driver who is
knowledgeable about tires
Johnson & Johnson: Trust and quality in OTC medicine
6. George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
Ref.ppt Date
Key branding concepts: Brand personality
A metaphorical way of conceptualizing a brand
“The set of human characteristics associated with a given brand,
from gender, age to warmth, concern” (Aaker)
Who would a brand be if it were a person? An animal? A car?
Forging closer bonds with consumers by attributing
anthropomorphic features to a brand
Example: Tony the tiger (Kellogg’s Frosties)
User personality (existing or ideal)
Example: Marlboro man, endorsers
Key branding concepts: Brand personality
A metaphorical way of conceptualizing a brand
“The set of human characteristics associated with a given brand,
from gender, age to warmth, concern” (Aaker)
Who would a brand be if it were a person? An animal? A car?
Forging closer bonds with consumers by attributing
anthropomorphic features to a brand
Example: Tony the tiger (Kellogg’s Frosties)
User personality (existing or ideal)
Example: Marlboro man, endorsers
7. George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
Ref.ppt Date
Key branding concepts: Intended vs. (pe)received
positioning
• Positioning is not what you do to a product, but what
you do to the mind of the prospect (Ries & Trout)
• Intended brand positioning is equivalent to the
projection of brand associations
Key branding concepts: Brand Image
• “Despite research agreement on the importance of image, the term is used so
inconsistently that no two researchers are necessarily talking about the same
phenomenon” (Stern).
•“Inconsistent usage is the root of gaps between construct definition, methodological
procedure, and focused theory development” (Dobni and Zinkhan, 1990; Keaveney and Hunt,
1992; Villanova et al., 1990).
• “Image is generally conceived of as the outcome of a transaction whereby signals emitted
by a marketing unit are received by a receptor and organized into a mental perception of the
sending unit”
“It can refer to a real-world sending entity such as a firm, product/brand, or store; it can also
refer to a psychological entity such as a pattern of beliefs and feelings in a consumer’s mind
stimulated by associations with the real-world entity; or it can refer to advertising or public
relations messages”
Consequently, the term refers to three different domains of reality
- the external world
- the consumer’s mind
- the textual intermediary between the two
•
8. George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
Ref.ppt Date
Key branding concepts: Brand Image
• Marketing disciplines use the same or cognate words to refer to three
different reality domains (Stern)
• tangible entities in the physical world (i.e., brands as physical entities)
• verbal and pictorial representations in the media
• mental pictures in the consumer’s mind (i.e., brand associations)
• Brand image as specific attributes that reflect brand associations
• Are these unidimensional or gestaltic constructs?
• Category image: Key image drivers, perceptual KPIs, points of parity
• Brand-specific image: Points of differentiation, unique territories for attaining
differential advantage
• Positioning = nexus of associations about a brand’s semic universe in
consumer memory linked to an expressive inventory (Rossolatos)
Key branding concepts: Core vs. peripheral brand
image attributes
• Core brand image: Attributes that a brand will always uphold, regardless of
environmental/cultural changes
• Peripheral brand image: Secondary attributes that are less important to a
brand, but essential for its enrichment
• without mitigating the integrity of core brand image
9. George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
Ref.ppt Date
The branding challenge
De Chernatony
Correctly identifying and relating the two parts of the iceberg
Need for a brand grammar
that may account for how
multimodal rhetorical
transformations occur at the
intersection between these
two layers
Key branding concepts: Brand Equity (the pinnacle of
branding)
“A set of brand assets and liabilities linked to a brand, its name and
symbol that add to or subtract from the value provided by a product or
service to a firm and/or that firm's customers” (Aaker/AMA)
“Customer-based brand equity occurs when the consumer has a high
level of awareness and familiarity with the brand and holds some
strong, favorable and unique brand associations in memory” (Keller)
10. George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
Ref.ppt Date
Key branding concepts: Brand Equity (the pinnacle of
branding)
“A set of brand assets and liabilities linked to a brand, its name and
symbol that add to or subtract from the value provided by a product or
service to a firm and/or that firm's customers” (Aaker/AMA)
“Customer-based brand equity occurs when the consumer has a high
level of awareness and familiarity with the brand and holds some
strong, favorable and unique brand associations in memory” (Keller)
BRAND EQUITY
THE ULTIMATE CHALLENGE OF BRANDING
Building and maintaining strong brands through
strong, unique, favorable brand associations in
consumers’ minds.
Nestle in 1988 paid 8 times the net assets worth of Rowntree for acquiring
the brand
Why brand strength matters?
A strong brand can drive sales growth by increasing the ability of a business to
attract new customers and to retain existing ones.
A strong brand can increase margins by commanding a price premium over
competitors (Starbucks and Pringles).
Brands with strong bonds to consumers create barriers for entry to competitors;
consumers will be reluctant to switch to new players, even when their products and
services are of equal or higher quality.
A strong brand can ease entrance into new categories. Consumers know what to
expect from a product with a brand name like GE or Samsung. They will recognize
and trust the brand name in a new context.
Suppliers are more willing to work with companies that have a strong brand
reputation.
Companies with strong brands have the option to minimize investment costs and
risks when extending into new areas by licensing the brand to a third party and
getting royalties in return (The Gap).
A strong brand can protect against downturns. Brand loyalists are more likely to
stay with them through tough times. The reputation of brands such as Coca-Cola and
Johnson & Johnson’s Tylenol enabled them to recover quickly from adverse publicity.
(Hollis)