Marketing Semiotics : Signs, Strategies, and Brand Value.

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Bibliographic Details
Author / Creator:	Oswald, Laura R.
Imprint:	Oxford : OUP Oxford, 2011.
Description:	1 online resource (233 pages)
Language:	English
Subject:	Communication in marketing. Semiotics. Communication in marketing. Semiotics. Electronic books.
Format:	E-Resource Book
URL for this record:	http://pi.lib.uchicago.edu/1001/cat/bib/11123000

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ISBN:	9780191617867 0191617865 1283426706 9781283426701
Notes:	Print version record.
Summary:	Everyday consumers buy into the concept of brands and their associated meanings - the perception of quality, a symbolic relationship, a vicarious experience, or even a sense of identity. Marketing Semiotics suggests that the extent to which consumers recognize, internalize, and relate to brand meanings is not only an academic question. These meanings contribute to 'brand equity', the financial value of intangible brand benefits that exceed the use value of goods, andimpacts upon a firm's financial performance. Therefore, the management of brand equity demands first and foremost the management.
Other form:	Print version: Oswald, Laura R. Marketing Semiotics : Signs, Strategies, and Brand Value. Oxford : OUP Oxford, ©2011 9780199566495

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