Marketing Semiotics: Signs, Strategies, and Brand Value by Laura R. Oswald (Engl

Description: Marketing Semiotics by Laura R. Oswald Estimated delivery 3-12 business days Format Hardcover Condition Brand New Description The book discusses the concept of brand equity and its impact on the financial performance of a company through analysis of the semiotics of the brand and its sign systems. Including case studies, it provides an actionable strategy for steering brands through internal and external changes and pressures. Publisher Description Everyday consumers buy into the concept of brands and their associated meanings - the perception of quality, a symbolic relationship, a vicarious experience, or even a sense of identity. Marketing Semiotics suggests that the extent to which consumers recognize, internalize, and relate to brand meanings is not only an academic question. These meanings contribute to brand equity, the financial value of intangible brand benefits that exceed the use value ofgoods, and impacts upon a firms financial performance. Therefore, the management of brand equity demands first and foremost the management of brand meanings, or semiotics.The book usesstructural semiotics, a discipline that extends the laws of structural linguistics to the analysis of verbal, visual, and spatial sign systems, to shed light on the cultural codes and discourse of brands. It proposes that semiotic research should form the cornerstone of brand equity management, since brands rely so heavily on sign systems that contribute to profitability by distinguishing brands from simple commodities, from competitors, and engaging consumers in the brandworld.The book includes dozens of global business cases where semiotics has been used to refocus, reposition, or extend the brand to new products, customers, and markets. Drawing upon twenty years ofacademic and consulting experience, the book provides actionable direction for steering brands through technological and cultural change, differentiating brands in the competitive environment, and counteracting the natural depletion of brand meaning over time. Author Biography Laura Oswald, Ph.D. is founder and director of Marketing Semiotics Inc. Dr Oswald is an expert in the areas of brand strategy, consumer research, and semiotics - a social science discipline that examines brands and advertising in the framework of cultural signs and meanings. She conducts consumer studies in a variety of formats, including focus groups, in-depth interviews, and on-site ethnographies in North America, Europe, Singapore, and the Peoples Republic ofChina. Her research and consulting practice encompass a variety of application areas, from luxury goods to automotive and healthcare. In addition to consulting, Laura writes and teaches on currentissues in advertising, consumer research, and strategy at meetings of the Association for Consumer Research, the American Marketing Association, the Qualitative Research Consultants Association, and the American Sociological Association. Details ISBN 0199566496 ISBN-13 9780199566495 Title Marketing Semiotics Author Laura R. Oswald Format Hardcover Year 2012 Pages 234 Publisher Oxford University Press GE_Item_ID:137013379; About Us Grand Eagle Retail is the ideal place for all your shopping needs! With fast shipping, low prices, friendly service and over 1,000,000 in stock items - you're bound to find what you want, at a price you'll love! Shipping & Delivery Times Shipping is FREE to any address in USA. Please view eBay estimated delivery times at the top of the listing. Deliveries are made by either USPS or Courier. We are unable to deliver faster than stated. International deliveries will take 1-6 weeks. NOTE: We are unable to offer combined shipping for multiple items purchased. This is because our items are shipped from different locations. Returns If you wish to return an item, please consult our Returns Policy as below: Please contact Customer Services and request "Return Authorisation" before you send your item back to us. Unauthorised returns will not be accepted. Returns must be postmarked within 4 business days of authorisation and must be in resellable condition. Returns are shipped at the customer's risk. We cannot take responsibility for items which are lost or damaged in transit. For purchases where a shipping charge was paid, there will be no refund of the original shipping charge. Additional Questions If you have any questions please feel free to Contact Us. Categories Baby Books Electronics Fashion Games Health & Beauty Home, Garden & Pets Movies Music Sports & Outdoors Toys

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End Time: 2025-01-24T03:14:27.000Z

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