Brand triangle model to avoid branding myopia

Lencastre, Paulo de; Côrte-Real, Ana

http://hdl.handle.net/10400.14/14526

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Authors

Lencastre, Paulo de

Côrte-Real, Ana

Abstract(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.