Lencastre, Paulo deCôrte-Real, Ana2014-06-062014-06-062009LENCASTRE, Paulo de; CÔRTE-REAL, Ana - Brand triangle model to avoid branding myopia. Working papers : Management , n.º 11 (2009), 19 p.http://hdl.handle.net/10400.14/14526This 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.engBranding SemioticsBrand IdentityBrand MarketingBrand Responseworking paper