Brand Sign: A Semiotics Study

This article deals with the semeiotics research on "Brand Sign". The center of focus is explanation of the correlation between Brand information and customer. Specifically, attention is directed to the process that how the information contains the meanings in the Brand sign. As the key topic of the research on modern marketing communication theory, it has fundamental value both in theory and practice.Firstly, the article discusses in detail:1) how customers organize (receive and react to) information (inner process)2) how companies codify information to get the maximum effect from the use of brand sign(outer process)A second important concern is the constitution of, and functions of, the brand sign. Based on the semiotic analysis, and the research done in the sample case, we put forward the process about Brand design and the principle that how to evaluate its efficiency.The article is composed of six chapters.Chaperl. In this chapter we introduce the method of research and its significance.Chapter2. Semiotics analysis of Brand Sign, including:Relationship between the consumer's Brand consciousness and their individual consumer practice;The successful transformation from outer figure to inner conception;Function of the Brand Sign: ideographic, distinguishable, and communicable.Chapter3. How the Brand sign is created.In this chapter, we discuss the position of Brand Sign, relationship between advertisement and the establishment of brand semeiotics, the syntagme and association of brand communication.Chapter4. Analysis of a specific marketing case: SheDe WineUsing the theory tools, we discuss its market position, advertisement text, and other promulgating sign of SheDe drink, then discuss the strongpoint of its market operation, also point out the potential crisis and limitation during the period of promulgation.Chapter5. Based on the discussion in the last four chapters, we try to found a standard process to design a brand message, set up a mechanism to evaluate the effect, finally to establish an operating platform for brand semeiotics on its operating method and effect evaluation.Chapter6.Conclusion...