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.