Brand Semiosis: Towards the Semiotics of Brand
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This paper addresses the contribution of semiotics to the branding in the context of market research and advertising. Even though the reception of semiotic methodology in the industry is quite ambiguous and suffers from a mystification, my own experience in this field over 7 years as a semiotic consultant with some major Korean companies as like LG, Samsung, SK etc has convinced me that semiotics can be exploited as a powerful and creative branding model in the years ahead. This integration of semiotics into the domain of branding and market research will be based on an increasing recognition of how culture and brand communications shape consumer behavior and perceptions of the world. It will also be driven by some qualitative paradigm shifts of brand research industry to get brands to be innovative and to move towards global/cross-cultural brand positionings. Semiotics can help create a new process to develop brand propositions. I presume that it might be great challenge to take semiotic thinking another step on from the theory and the academy into the world of practical branding, not only by demonstrating its epistemological power in decoding hidden meanings of competitive advertising but also by doing this in a transparent and accessible way to deliver unexpected insights and a depth of vision into consumer culture.
Abstract
This paper addresses the contribution of semiotics to the branding in the context of market research and advertising. Even though the reception of semiotic methodology in the industry is quite ambiguous and suffers from a mystification, my own experience in this field over 7 years as a semiotic consultant with some major Korean companies as like LG, Samsung, SK etc has convinced me that semiotics can be exploited as a powerful and creative branding model in the years ahead. This integration of semiotics into the domain of branding and market research will be based on an increasing recognition of how culture and brand communications shape consumer behavior and perceptions of the world. It will also be driven by some qualitative paradigm shifts of brand research industry to get brands to be innovative and to move towards global/cross-cultural brand positionings. Semiotics can help create a new process to develop brand propositions. I presume that it might be great challenge to take semiotic thinking another step on from the theory and the academy into the world of practical branding, not only by demonstrating its epistemological power in decoding hidden meanings of competitive advertising but also by doing this in a transparent and accessible way to deliver unexpected insights and a depth of vision into consumer culture.
참고문헌 (20)
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