Brand Equity Planning with Structuralist Rhetorical Semiotics

Rossolatos, George

kassel university press, ISBN: 978-3-86219-706-4, 2014, 895 Pages

URN: urn:nbn:de:0002-37070

Zugl.: Kassel, Univ., Diss. 2014

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Content: Brand Equity Planning with Structuralist Rhetorical Semiotics furnishes an innovative conceptual model and methodology for brand equity planning, with view to addressing a crucial gap in the existing marketing and semiotic literatures concerning how advertising multimodal textual elements may be transformed into brand associations, with an emphasis on rhetorical relata as modes of connectivity between a brand’s surface and depth grammar. The scope of this project is inter-disciplinary, spanning research areas such as brand equity, structuralist semiotics, textual semiotics, visual and film semiotics, multimodal rhetoric, Film theory, psychoanalysis. The proposed connectionist model of the brand trajectory of signification is operationalized through a methodological framework that encompasses a structuralist semiotic interpretative approach to the textual formation of brand equity, supported by quantitative content analysis with the aid of the software Atlas.ti and the application of multivariate mapping techniques.

George Rossolatos is an academic researcher and marketing practitioner, with experience in advertising, marketing research and brand management. He holds a BA (Hons) in Philosophy (University of Essex), an MSc in Marketing (Manchester Business School), an MBA (Strathclyde Business School) and a PhD in Marketing Semiotics (University of Kassel). He is the founder of the semiotics consulting agency //disruptiVesemiOtics// and editor of the International Journal of Marketing Semiotics ( ). His research interests rest with effecting inter-textual cross-fertilizations between marketing, rhetoric and semiotics discourses, also informed by disciplines such as phenomenology, psychoanalysis, cultural studies.

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