This document discusses branding and brand equity from a semiotic perspective. It defines brands as "super-signs" consisting of strictly coded combinations of signs. Brand value and brand equity are distinguished, with brand equity representing the surplus value resulting from a brand's surplus of meaning for consumers. From a semiotic view, a brand's equity relies on its ability to capitalize on codes - systems of rules and conventions that link signs to meanings. Unlocking the concept of brand equity involves elucidating how brands leverage codes to produce brand meanings and associations that drive consumer perceptions and financial value.