Marketing semiotics signs, strategies, and brand value

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
Subjects:
Branding (Marketing)
Communication in marketing
Semiotics
Marketing
Online Access:Click Here to View Status and Holdings.
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100 1 # |a Oswald, Laura  |e author 
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264 # 1 |a Oxford  |b Oxford University Press  |c 2012 
264 # 4 |c ©2012 
300 # # |a xii, 218 pages  |b illustrations  |c 24 cm 
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504 # # |a Includes bibliographical references (p. [203]-213) and index 
520 # # |a 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 changes and pressures 
650 # 0 |a Branding (Marketing) 
650 # 0 |a Communication in marketing 
650 # 0 |a Semiotics 
650 # 0 |a Marketing 
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