A BRAND TRIANGLE MODEL to AVOID BRANDING MYOPIA
AbstractThis article takes the metaphor of myopia to explain the most limited vision of brand, understood as the identifying sign of a product. As brand is a sign, we turn to semiotics, the science of signs, in order to apply a model which broadens the concept of brand to three dimensions: that of the identity sign itself, that of the object the sign refers to and that of the response of the market to the sign.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoPaper provided by Faculdade de Economia e Gestão, Universidade Católica Portuguesa (Porto) in its series Working Papers de Gestão (Management Working Papers) with number 11.
Length: 18 pages
Date of creation: Jul 2009
Date of revision:
Branding Semiotics; Brand Identity; Brand Marketing; Brand Response;
This paper has been announced in the following NEP Reports:
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Fournier, Susan, 1998. " Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, University of Chicago Press, vol. 24(4), pages 343-73, March.
- Mick, David Glen, 1986. " Consumer Research and Semiotics: Exploring the Morphology of Signs, Symbols, and Significance," Journal of Consumer Research, University of Chicago Press, vol. 13(2), pages 196-213, September.
- Geert Hofstede, 1998. "Identifying Organizational Subcultures: An Empirical Approach," Journal of Management Studies, Wiley Blackwell, vol. 35(1), pages 1-12, 01.
- Macdonald, Emma K. & Sharp, Byron M., 2000. "Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product:: A Replication," Journal of Business Research, Elsevier, vol. 48(1), pages 5-15, April.
- Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, vol. 25(6), pages 740-759, 11-12.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Ricardo Goncalves).
If references are entirely missing, you can add them using this form.