Marketing Semiotics

Download or read book Marketing Semiotics written by Laura R. Oswald and published by Oxford University Press. This book was released on 2012-02-16 with total page 233 pages. Available in PDF, EPUB and Kindle. Book excerpt: Proposes that consumers shop for brand meanings, not just goods and services. Brands offer consumers intagible benefits such as symbolic relationship, a vicarious experience, and even a sense of identity. This semiotic dimension of brands, has more that academic interest for firms, since the breadth and depth of the meanings consumers associate with the brand name and logo have measurable impact on the firm's financial performance.