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Zusatztext A breath of fresh air to the confining functional benefit brand view. Its in-depth discussion of how brands provide meaning to customer lives expands our understanding of brands and their roles. Informationen zum Autor Laura Oswald, Ph.D. is founder and director of Marketing Semiotics Inc. Dr Oswald is an expert in the areas of brand strategy, consumer research, and semiotics - a social science discipline that examines brands and advertising in the framework of cultural signs and meanings. She conducts consumer studies in a variety of formats, including focus groups, in-depth interviews, and on-site ethnographies in North America, Europe, Singapore, and the People's Republic of China. Her research and consulting practice encompass a variety of application areas, from luxury goods to automotive and healthcare. In addition to consulting, Laura writes and teaches on current issues in advertising, consumer research, and strategy at meetings of the Association for Consumer Research, the American Marketing Association, the Qualitative Research Consultants Association, and the American Sociological Association. Klappentext The book discusses the concept of brand equity and its impact on the financial performance of a company through analysis of the 'semiotics' of the brand and its sign systems. Including case studies, it provides an actionable strategy for steering brands through internal and external changes and pressures. Zusammenfassung The book discusses the concept of brand equity and its impact on the financial performance of a company through analysis of the 'semiotics' of the brand and its sign systems. Including case studies, it provides an actionable strategy for steering brands through internal and external changes and pressures. Inhaltsverzeichnis Introduction 1: Semiotics in the World of Goods 2: Marketing Semiotics 3: Mining the Consumer Brandscape 4: Brand Discourse 5: Mining the Multicultural Brandscape 6: The Semiotics of Consumer Space ...
