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- Title
Brand Equity Planning with Structuralist Rhetorical Semiotics: A Conceptual Framework.
- Authors
Rossolatos, George
- Abstract
This paper furnishes a structuralist rhetorical semiotic conceptual framework for brand equity planning. The main source of brand equity that is employed for exemplification purposes is the advertising filmic text. The conceptual framework assumes as its general blueprint Greimas's generativist model of the trajectory of signification. Structuralist operations and operations of rhetorical transformation are posited as the basis for the generation of superior brand associations. The conceptual model put forward challenges the Greimasian assumption that a depth semantic structure is reducible to a binarist rationale, while adopting a connectionist approach in the form of associative networks. At the same time, the proposed framework deviates from the application of conceptual graphs in textual semiotics, while portraying in the form of associative networks how the three strata of a brand's trajectory of signification interact with view to generating brand associations.
- Subjects
BRAND equity; PRODUCT advertising; BRAND name products; SEMIOTICS; GREIMAS, Algirdas Julien, 1917-1992; STRUCTURALISM
- Publication
Qualitative Report, 2013, Vol 18, Issue 45, p1
- ISSN
1052-0147
- Publication type
Article