Study On The Brand Communication In The View Of Semiology

This dissertation analyzed and discussed brand communication systematically based on the brand explanation in the view of Semiology, pointing out that the purposes of the brand communication is to upgrade the brand Sign's value, the communication principle is to transmit the brand connotation and strengthen its personality, as well as the four communication roles: Firstly, the foundation of the brand sign. It is to create brand sign for the product; That's part of the code making during communication. Secondly, the promotion of the brand sign; It turns the unreasonable relations of the signifier of brand sign and the signified into a social bond, including the process of the code making and code sending. Thirdly, the maintenance and upgrade of brand sign; It is to adjust the coding of the communication and correct the deviation while communication according to the actual situation, mainly to the audiences' feedbacks and the competition in the market; It will also further deepen and extend the connotation of the brand sign in order to enlarge and upgrade the connotation of the brand sign unceasingly, and then to prolong the brand lifecycle. Fourthly, strengthening the communication with the audiences, expanding the common meaning space between the passers and the audiences, reducing both sides' deviation of explanation to the brand sign, which is to make the brand sign receive recognitions and approvals. This dissertation discussed "brand communication " as the main thesis with the objective& principle as the longitude while roles as the latitude.This dissertation not only studied brand sign's value in the view of semiology, but also discuss the two factors of brand step by step with the application of Marx's theory(the Commodity's two factors and Labor Axiology). It Studied characteristics of the audiences Psychologically and explained the brand lifecycle with Semiology and the strategical problems during the brand communication. Then the author provoked some new cognitions about the brand sign's value, the media for the brand communication, as well as the scope and the audiences; Finally, This dissertation established the conceptions of society marketing which is the highest level of integration of the brand communication.