INTERNATIONAL JOURNAL OF MARKETING SEMIOTICS VOL. IV
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The document summarizes a handbook on brand semiotics. The handbook was edited by George Rossolatos and written by a team of experts in semiotics and branding fields. It aims to consolidate semiotic brand research under a coherent framework and identify boundaries and research agenda. The 457-page handbook provides guidance for understanding semiotic perspectives on branding and highlights the conceptual richness and diversity of approaches. It also outlines future research directions in key areas like analyzing brand language, symbols, narratives, and identities across media and cultures.
INTERNATIONAL JOURNAL OF MARKETING SEMIOTICS VOL. IV
- 2. International Journal of Marketing Semiotics 2013, Vol.I Handbook of Brand Semiotics e-book version available exclusively with the IVth issue of the International Journal of Marketing Semiotics Title: Handbook of Brand Semiotics Publishing house: Kassel University Press ISBN (print): 978-3-7376-0042-2 ISBN (e-book): 978-3-7376-0043-9 Editor: George Rossolatos Release date: October 2015 Pages: 457
- 3. Semiotics has been making progressively inroads into marketing research over the past thirty years. Despite the amply demonstrated conceptual appeal and empirical pertinence of semiotic perspectives in various marketing research streams, spanning consumer research, brand communications, branding and consumer cultural studies, there has been a marked deficit in terms of consolidating semiotic brand-related research under a coherent disciplinary umbrella with identifiable boundaries and research agenda. The Handbook of Brand Semiotics furnishes a compass for the perplexed, a set of anchors for the inquisitive and a solid corpus for scholars, while highlighting the conceptual richness and methodological diversity of semiotic perspectives. Written by a team of expert scholars in various semiotics and branding related fields, such as John A. Bateman, David Machin, Xavier Ruiz Collantes, Kay L. OHalloran, Dario Mangano, George Rossolatos, Merce Oliva, Per Ledin, Gianfranco Marrone, Francesco Mangiapane, Jennie Mazur, Carlos Scolari, Ilaria Ventura, and edited by George Rossolatos, Chief Editor of the International Journal of Marketing Semiotics, the Handbook is intended as a point of reference for researchers who wish to enter the House of Brand Semiotics and explore its marvels. The Handbook of Brand Semiotics, actively geared towards an inter-disciplinary dialogue between perspectives from marketing and semiotics, features the state-of-the-art, but also offers directions for future research in key streams, such as: Analyzing and designing brand language across media Brand image, brand symbols, brand icons vs. iconicity The contribution of semiotics to transmedia storytelling Narrativity and rhetorical approaches to branding Semiotic roadmap for designing brand identity Semiotic roadmap for designing logos and packaging Comparative readings of structuralist, Peircean and sociosemiotic approaches to brandcomms Sociosemiotic accounts of building brand identity online Multimodality and Multimodal critical discourse analysis Challenging the omnipotence of cognitivism in brand- related research Semiotics and (inter)cultural branding DOWNLOAD THE FULL E-BOOK VERSION, EXCLUSIVELY AVAILABLE WITH THE IVth ISSUE OF THE INTERNATIONAL JOURNAL OF BRAND SEMIOTICS FROM http://www.mediafire.com/view/ys32yw23l6hy8gn/handbook_of_brand_semiotic s.pdf or http://ijmarketingsemiotics.com/handbook-of-brand-semiotics/