Handbook of Brand Semiotics

Rossolatos, George (Hrsg.)

Mit Beiträgen von Bateman, John A. / Ledin, Per / Machin, David / Mangano, Dario / Mangiapane, Francesco / Marrone, Gianfranco / Mazur, Jennie / O'Halloran, Kay L. / Oliva, Mercé / Rossolatos, George / Ruiz Collantes, F. Xavier / Scolari, Carlos A. / Tan, Sabine / Ventura, Illaria / Wignell, Peter

kassel university press, ISBN: 978-3-7376-0042-2, 2015, 457 Seiten

URN: urn:nbn:de:0002-400435

DOI: 10.19211/KUP9783737600439

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Inhalt: Semiotics has been making progressively inroads into marketing research over the past thirty years. Despite the amply demonstrated conceptual appeal and empirical pertinence of semiotic perspectives in various marketing research streams, spanning consumer research, brand communications, branding and consumer cultural studies, there has been a marked deficit in terms of consolidating semiotic brand-related research under a coherent disciplinary umbrella with identifiable boundaries and research agenda.

The Handbook of Brand Semiotics furnishes a compass for the perplexed, a set of anchors for the inquisitive and a solid corpus for scholars, while highlighting the conceptual richness and methodological diversity of semiotic perspectives.

Written by a team of expert scholars in various semiotics and branding related fields, such as John A. Bateman, David Machin, Xavier Ruiz Collantes, Kay L. O’Halloran, Dario Mangano, George Rossolatos, Merce Oliva, Per Ledin, Gianfranco Marrone, Francesco Mangiapane, Jennie Mazur, Carlos Scolari, Ilaria Ventura, and edited by George Rossolatos, Chief Editor of the International Journal of Marketing Semiotics, the Handbook is intended as a point of reference for researchers who wish to enter the ‘House of Brand Semiotics’ and explore its marvels.

The Handbook of Brand Semiotics, actively geared towards an interdisciplinary dialogue betwee n perspectives from marketing and semiotics, features the state-of-the-art, but also offers directions for future research in key streams, such as:

  • Analyzing and designing brand language across media
  • Brand image, brand symbols, brand icons vs. iconicity
  • The contribution of semiotics to transmedia storytelling
  • Narrativity and rhetorical approaches to branding
  • Semiotic roadmap for designing brand identity
  • Semiotic roadmap for designing logos and packaging
  • Comparative readings of structuralist, Peircean and sociosemiotic approaches to brandcomms
  • Sociosemiotic accounts of building brand identity online
  • Multimodality and Multimodal critical discourse analysis
  • Challenging the omnipotence of cognitivism in brand- related research
  • Semiotics and (inter)cultural branding
  • Brand equity semiotics

    Communication Today Vol. 7 (2016), p. 128-129


    Rossolatos, George:Chapter 1: Introduction
    Mangano, Dario /
    Marrone, Gianfranco:
    Chapter 2: Brand language: Methods and models of semiotic analysis
    Ruiz Collantes, F. Xavier /
    Oliva, Mercé:
    Chapter 3: Narrativity approaches to branding
    Scolari, Carlos A.:Chapter 4: Transmedia storytelling: Brands, narratives and storyworlds
    Mangiapane, Francesco:Chapter 5: Yo logo(s): On the icono-plastic configuration of brand symbols
    Ventura, Illaria:Chapter 6: Semiotic roadmap for packaging design
    Bateman, John A.:Chapter 7: Adressing methodological challenges in brand communications research: A comparison of structuralist, Peircean and social semiotic readings of advertising
    O'Halloran, Kay L. /
    Wignell, Peter /
    Tan, Sabine:
    Chapter 8: Online university branding: A multimodal social semiotic approach
    Ledin, Per /
    Machin, David:
    Chapter 9: A multimodal critical discourse analytic approach to university rebranding
    Mazur, Jennie:Chapter 10: Building the IKEA brand in Germany: A cultural semiotic approach
    Rossolatos, George:Chapter 11: The brand imaginarium, or on the iconic constitution of brand image

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