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Resumo(s)
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.
Descrição
Palavras-chave
Branding Semiotics Brand Identity Brand Marketing Brand Response
Contexto Educativo
Citação
Lencastre, P., Côrte-Real, A. (2009). A brand triangle model to avoid branding myopia. Working Papers: Management. N.º 11, 19 p.