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A BRAND TRIANGLE MODEL to AVOID BRANDING MYOPIA

Author

Listed:
  • Paulo Lencastre

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

  • Ana Côrte-Real

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

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.

Suggested Citation

  • Paulo Lencastre & Ana Côrte-Real, 2009. "A BRAND TRIANGLE MODEL to AVOID BRANDING MYOPIA," Working Papers de Gestão (Management Working Papers) 11, Católica Porto Business School, Universidade Católica Portuguesa.
  • Handle: RePEc:cap:mpaper:112009
    as

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    References listed on IDEAS

    as
    1. 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.
    2. Geert Hofstede, 1998. "Identifying Organizational Subcultures: An Empirical Approach," Journal of Management Studies, Wiley Blackwell, vol. 35(1), pages 1-12, January.
    3. Fournier, Susan, 1998. " Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Oxford University Press, vol. 24(4), pages 343-373, March.
    4. Mick, David Glen, 1986. " Consumer Research and Semiotics: Exploring the Morphology of Signs, Symbols, and Significance," Journal of Consumer Research, Oxford University Press, vol. 13(2), pages 196-213, September.
    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.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    Branding Semiotics; Brand Identity; Brand Marketing; Brand Response;

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