Signs, Strategies, and Brand Value
To leverage the power of brand meaning or semiotics, management needs a research approach that taps into consumers' experiences, cultural perspectives, and emotional intelligence. This book presents just such an approach by decoding the cultural m...
The semiotics discipline - a hybrid of communication science and anthropology - accounts for the deep cultural codes that structure communication and sociality, endow things with value, move us through constructed space, and moderate our encounter...