The Reflection Of Anti-brand In Semiotics

Brand itself is a symbol phenomenon, anti-brand concept is derived from the brand and can be analyzed from the perspective of semiotics. Professor Menghua pointed out that after the human into the Internet era, one of the main problems that the Humanities must face and handle is the relationship is the reality of survival and how to build real image associated with the reality that the symbol refers to the fingers can mean modalities. The cause of the anti-brand is that consumers can not able to grasp the sentity of the goods from over significance of propaganda. This article is based on the topics of social background and academic ideas, intended to analyze the anti-brand from the perspective of semiotics, and further to propose the method of improving brand based on reflections of anti-brand. This not only helps to improve the range of semiotic analysis, but also helps to improve the building of brand, not only helps the sellers to adjust their existing brand strategy, but also helps consumers to reflect brand consumption and to promote their rational consumption.This paper firstly indicate the origin and innovation of the topic, and then propose the proposition of anti-brand and describe the occurrence and development status of the anti-brand phenomenon in the first part, intended to answer the question of why we should study anti-brand.In the second part, the author focuses on the relationship among semiotics, brand and anti-brand, intended to answer why we choose the semiotics to analyze the anti-brand. The author points that the advantages of semiotics is that the core of the study was the relationship between symbols and objects. The surface of anti-brand is opposition and resistance to brand, in fact, it has highlights the emergence of crisis on the branding of the semiotic dimension refers way. Also, it pointed out the connotation of brand in semiotic dimension and pointed out that the anti-brandis derived from brand,not true resist of brand. The third part interpretes the roots of anti-brand and indicates the defects of brand symbol is over visualize inadequate materialized, and detailed reasons from three levels xoding, propagation, decoding. Brand building is a systematic and comprehensive project in order to absorb the sound of anti-brand. It is important to re-express the brand, how to make the brand can refer to the actual product itself near the "origin", how to achieve the greatest degree of visualization and materialized brand organic combination, how to make the brand to better meet people’s individual needs, how to achieve the perfect dialogue between brands and consumers. The fourth part of the article by the result and fruit, made a counter brands methods which is all in favor of the figurative brand materialized methods under the guidance of the anti-brand thinking and made a detailed explanation from the perspective of buyers and sellers for this method. For the sellers, it echoes the preamble, pointed methods in favor of brand entity from three stages:coding, propagation, decoding. These methods include the return of products to enhance the dialogue with buyers, changing advertising strategy, and create an entity of experience platform. For buyers, it is the use of anti-brand of thinking to promote rational consumption, focusing materialized options to meet the individual needs of self, also divided into reflective boycott, focusing materialized, creativity purchase and so on. The conclusion of this article make a brief summary of this study.