Semiotics of Brand and Branding Process
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Published:
Dec 27, 2018
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Abstract
This article aims to explore the relationship between brand and semiotics. It proposes to pay attention to the concept of communication and sign. By focusing on signification and language, it reveals the crucial link to the concept of brand image. Moreover, it illustrates that semiotics approach also examines semiotic practices specific to culture for the making of consumers satisfaction. The study argues that the semiotics of brand requires better understanding.
Article Details
How to Cite
Vorathumdusdee, D. (2018). Semiotics of Brand and Branding Process. Asia Social Issues, 11(2), 16–42. Retrieved from https://so06.tci-thaijo.org/index.php/asi/article/view/163311
Section
Research Article
Copyright: CC BY-NC-ND 4.0
References
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Venturi, R., Brown, D. S., & Izenour, S. (1977). Learning from Las Vegas. Cambridge, MA: MIT Press.
Sontag, S. (2001). On photography. NY: Picador.
Thellefsen, T., Sørensen, B., Danesi, M., & Andersen, C. (2005). A semiotic note on branding. Cybernetics and Human Knowing, 14(4), 59-69.
The Blake Project. (n.d.). Understanding the Language of Branding: Introduction to brand management. Retrieved from https://www.theblakeproject.com/brand-management
Wheeler, A. (2013). Designing brand identity (4th ed.). NJ: John Wiley & Sons.
Amini, A., Mahdi D., Minoo A., & Zahra A. (2012). Effectiveness of marketing strategies and corporate image on brand equity as a sustainable competitive advantage. Interdisciplinary Journal of Contemporary Research in Business, 4(2), 192-205.
Akudom, A. (2011). Using Archetype in Marketing Communication, Traditional Media, New Media, [In Thai] In Kanchana Kaewthep et al. (Eds) Bangkok, Thailand: Faculty of Communication Arts, Chulalongkorn University.
Baudrillard, J. (1988). Selected writings. CA: Stanford University Press.
Baudrillard, J. (1968/1996). The System of Objects. London: Verso.
Benjamin, W. (1986). On language as such and on language of man. NY: Schocken Books.
Benjamin, W. (1969). The work of art in the age of mechanical reproduction. NY: Schocken Books.
Bouchet, D. (2003). What is “corporate image” and “corporate identity”– and why do people talk so much about it? Retrieved from https://www.busieco.ou.dk/ ~dom/priv/Research/CorporateIdentity.pdf
Budha, K. (2011). The importance of semiotics in branding. Retrieved from https://www.newbusiness.co.uk/articles/marketing-advice/the-importance-semiotics- branding
Danesi, M. (2006). Brands. London, England: Routledge.
Hodkinson, P. (2011). Media, culture and society: An introduction, London, England: Sage.
Lindstrom, M. (2008). Establishing a 'branded language'. Retrieved from https://www.brandingstrategyinsider.com/2008/07/establishing-a.html
Lury, C. (2004). Brands: The logos of global economy. London, England: Routledge.
McMurrian, R., & Washburn, J. H. (2008). Branding: A social contract between a business and its customer, contemporary thoughts on corporate branding and corporate identity management. London, England: Palgrave Macmillian.
Prachakun, N. (2011). Introduction, Roland Barthes’s Mythologies. [In Thai] Bangkok: Kobfai.
Pelsmacker, P. D. (2007). Integrated Communications, Universiteit Antwerpen.
The Leadership Conference Creating a Media Strategy, Retrieved from https://www.civilrights.org/census/media/media-strategy.html
Peterson, M. (2006). Logo or No Logo?: The poetics and politics of branding, consumption and everyday life. London, England: Routledge.
Venturi, R., Brown, D. S., & Izenour, S. (1977). Learning from Las Vegas. Cambridge, MA: MIT Press.
Sontag, S. (2001). On photography. NY: Picador.
Thellefsen, T., Sørensen, B., Danesi, M., & Andersen, C. (2005). A semiotic note on branding. Cybernetics and Human Knowing, 14(4), 59-69.
The Blake Project. (n.d.). Understanding the Language of Branding: Introduction to brand management. Retrieved from https://www.theblakeproject.com/brand-management
Wheeler, A. (2013). Designing brand identity (4th ed.). NJ: John Wiley & Sons.