Marketing Semiotics

Marketing Semiotics

Signs, Strategies, and Brand Value

eBook - 2011
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Everyday consumers buy into the concept of brands and their associated meanings - the perception of quality, a symbolic relationship, a vicarious experience, or even a sense of identity. Marketing Semiotics suggests that the extent to which consumers recognize, internalize, and relate to brand meanings is not only an academic question. These meanings contribute to 'brand equity', the financial value of intangible brand benefits that exceed the use value of goods, andimpacts upon a firm's financial performance. Therefore, the management of brand equity demands first and foremost the management.
Publisher: Oxford : OUP Oxford, 2011
ISBN: 9781283426701
1283426706
9780191617867
0191617865
Characteristics: 1 online resource (233 pages)

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