Utilize este identificador para referenciar este registo: http://hdl.handle.net/10400.14/14546
Título: One, two, three: A practical brand anatomy
Autor: Lencastre, Paulo de
Côrte-Real, Ana
Palavras-chave: Brand semiotics
Brand anatomy
Brand response mix
Brand marketing mix
Brand identity mix
Data: 2010
Editora: Macmillan Publishers Ltd.
Citação: LENCASTRE, Paulo de; CÔRTE_REAL, Ana - One, two, three: A practical brand anatomy. Journal of Brand Management. ISSN 1350-23IX. Vol. 17 n.º 6 (2010), 399 – 412
Resumo: The purpose of this article is to integrate the multiple facets of the concept of the brand in a simple and intelligible theoretical model. The article begins with the juridical definition, which considers that the brand is a sign. Subsequently, semiotics, the ‘ science of signs ’, is used as a basis for a model that considers the different components of the sign and the relationships among them. The triadic sign concept developed by Peirce, one of the great founders of semiotics, allows us to defi ne three main dimensions of the brand: the identity sign itself; the marketing object to which the sign refers; and the market response to the sign. With this model in mind, the brand researcher can better focus his research and comprehend the potential implications of his fi ndings on the fi eld as a whole. Teachers of branding may obtain a clear framework to integrate the different subjects that branding involves, ranging from linguistics and design to market research and fi nance evaluation. Finally, managers can avoid the all-so-common reductionist visions of brand practice, the so-called ‘branding myopias’.
URI: http://hdl.handle.net/10400.14/14546
Aparece nas colecções:FEG - Artigos em revistas internacionais com Arbitragem / Papers in international journals with Peer-review



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