Análisis de oferta y demanda en el mercado

of structuralist semiotics

The three pillars on which a structuralist semiotic account of brand equity hinges are consumer associations, brand signification and consumer value (cf. Rossolatos 2012c). Value is the key differentiating point between a branding approach and a brand equity one. The major gap in the existing brand equity literature, from a semiotic point of view, lies in the territory of a comprehensive model that addresses these three pillars, in the light of sources of brand equity, in a manner that is sensitive to issues of multimodal discourse and the importance of rhetoric in accounting for semantic transformations. This comprehensive approach will attain to render the concept of brand equity managerially salient insofar as it addresses how specific elements of the plane of expression of a brand’s discourse correlate with elements of the plane of content in a dynamic fashion, that is while taking into account not only a brand’s idiolect, but also a category’s sociolect, an area which was found to be wanting in the context of previous attempts at conceptualizing the brand creation process by the key authors in the structuralist semiotic literature. Structuralist semiotics, by virtue of emphasizing relations over signs and possessing an armory of syntactic operations, potentially augmented by operations of rhetorical transformation, whereby signs are meaningfully organized on various levels of the trajectory of signification, may account for this crucial gap in the existing marketing literature to the creation and sustainable management of brand equity.

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