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A BRAND TRIANGLE MODEL to AVOID BRANDING MYOPIA

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Author Info

  • Paulo Lencastre

    ()
    (Faculdade de Economia e Gestão, Universidade Católica Portuguesa - Porto)

  • Ana Côrte-Real

    ()
    (Faculdade de Economia e Gestão, Universidade Católica Portuguesa - Porto)

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    Abstract

    This 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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    File URL: http://www.porto.ucp.pt/feg/repec/WP/112009%20-%20Lencastre%20e%20Corte-Real%20-%20A%20BRAND%20TRIANGLE%20MODEL%20TO%20AVOID%20BRANDING%20MYOPIA.pdf
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    Bibliographic Info

    Paper provided by Faculdade de Economia e Gestão, Universidade Católica Portuguesa (Porto) in its series Working Papers de Gestão (Management Working Papers) with number 11.

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    Length: 18 pages
    Date of creation: Jul 2009
    Date of revision:
    Handle: RePEc:cap:mpaper:112009

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    Related research

    Keywords: Branding Semiotics; Brand Identity; Brand Marketing; Brand Response;

    This paper has been announced in the following NEP Reports:

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    1. 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.
    2. 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.
    3. Geert Hofstede, 1998. "Identifying Organizational Subcultures: An Empirical Approach," Journal of Management Studies, Wiley Blackwell, vol. 35(1), pages 1-12, 01.
    4. 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.
    5. 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.
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