From Code to Super-Signs: For a Semiotics of Brand Equity

Semiofest 2012, London, May 25-26, 2012

40 Pages Posted: 19 May 2012

Date Written: May 19, 2012

Abstract

This paper addresses the marketing concept of brand equity from a structuralist semiotic perspective, by demonstrating why and how the notions of code/subcode are central in accounting for the multifarious dimensions of brand meaning and value. Based on the basic premises that surplus of meaning is reflected in surplus financial value in the concept of brand equity and that brand equity and code are fundamentally interdependent, an attempt is made to lay the conceptual foundations for operationalizing brand equity semiotically. The managerial implications in terms of planning for brand equity against the background of the relative novelty of brands as signs and different levels of codedness are discussed against the background of the model of The Generative Matrix of Equity Potential.

Keywords: code, brand equity, brand meaning, generative matrix of equity potential

Suggested Citation

Rossolatos, George, From Code to Super-Signs: For a Semiotics of Brand Equity (May 19, 2012). Semiofest 2012, London, May 25-26, 2012, Available at SSRN: https://ssrn.com/abstract=2062654

George Rossolatos (Contact Author)

University of Kassel ( email )

Fachbereich 05
Nora-Platiel-Straße 1
34109 Kassel, Hessen 34127
Germany

HOME PAGE: http://grossolatos.blogspot.com/

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