Marketing Semiotics Book

Marketing Semiotics: Signs, Strategies, and Brand Value, Oxford University Press 2012

In this book, Laura Oswald walks the reader through the step by step application of semiotics to various stages of the strategic planning process, from research to analysis and creative development. By presenting actual business cases, Dr. Oswald demonstrates the effectiveness of marketing semiotics for creating value for her clients.

Brands are sign systems that form the identity of specific products or services and distinguish them from other brands in a product category. Consumers in turn use brand meanings to complete their worlds, fulfill their fantasies, and bond with community and culture. Furthermore, the meanings consumers associate with the brand name, logo, and other proprietary signs is fundamental to brand equity, not just a value-added. Brands draw higher prices, higher profit margins, and stronger customer loyalty than generic products because they appeal to the unsatisfied emotional needs of consumers.

in Marketing Semiotics, Laura Oswald walks the reader through the step by step application of semiotics to various stages of the strategic planning process, from research to analysis and creative development. Dr. Oswald also outlines the scientific foundations of the marketing approach in linguistics, psychoanalysis, and cultural anthropology and presents case studies where marketing semiotics solved business problems with actionable recommendations for aligning the brand with the culture of consumers and differentiating it from competitors.

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