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.
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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;
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- 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.
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