Marketing semiotics signs, strategies, and brand value

The book discusses the concept of brand equity and its impact on the financial performance of a company through analysis of the 'semiotics' of the brand and its sign systems. Including case studies, it provides an actionable strategy for steering brands through internal and external change...

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Bibliographic Details
Main Author: Oswald, Laura (Author)
Format: Book
Language:English
Published: Oxford Oxford University Press 2012
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Online Access:Click Here to View Status and Holdings.
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