Semiotics and Brand Building: Rethinking Consumer Messaging, Signs, and Symbols

Semiotics and Brand Building: Rethinking Consumer Messaging, Signs, and Symbols

Sudio Sudarsan (Hult International Management School, USA)
Release Date: October, 2017|Copyright: © 2017 |Runtime: 1 hr 23 mins
EISBN13: 9781522508854|DOI: 10.4018/978-1-5225-0885-4

Description

Many reasons are given for the cloud of mystery that surrounds the psychological and sociological process involved in creating and consuming brands. Rightly so, as a sign system, brand communication is only achieved through a complex labyrinth of signifying identity elements that includes material, structural, symbolic, codified, contextual, and performative dimensions of signs that ultimately are major instruments of interpersonal or group persuasion.

Semiotics and Brand Building: Rethinking Consumer Messaging, Signs, and Symbols explores symbols, as states of mind, and symbolism, as a socio-cultural phenomenon employing the latest research and advances in cultural anthropology, neurobiology, and cognitive psychology in the context of brand building. Taking a critical look at current techniques for consumer messaging and perceptions, this video is an essential resource for brand managers and marketers, executives, researchers, and students in MBA programs with an emphasis on marketing.

Topics Covered

  • Advertising
  • Brand Management
  • Consumer Behavior
  • Consumer Persuasion
  • Consumer Psychology
  • Symbolism
  • Visual Rhetoric

Table of Contents

Introduction / Biography / Presentation Structure
7:07 mins
Section 1:Section 1
 
Lesson 1:The Science of Semiotics
8:18 mins
 
Lesson 2:The Genesis of Semotics
14:26 mins
 
Section 2:Section 2
 
Lesson 3:Semiotics of Brand
10:56 mins
 
Lesson 4:Symbols and Symbolism
9:19 mins
 
Section 3:Section 3
 
Lesson 5:Applying Semiotics
22:24 mins
 
Lesson 6:Myth Making
10:49 mins