Branding strategies in specialty coffee package design: semiotic analysis of visual and verbal signs (original) (raw)
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Recherche et Applications en Marketing (English Edition), 2018
While marketing literature has been concerned primarily with the concept of the ‘brand’, it has neglected the study of branding in its most concrete figurative dimensions. This article is dedicated to a semiotic inquiry into the nature of brandings and the theoretical principles which take into account their visual constructions. After having described the conceptual tools used, we show, based on examples, that branding is above all the source of a story of the branded object and that it cannot be reduced to a set of (even coded) stimuli. Next, based on a sample of different vintages of Bordeaux and Beaujolais wines, we show how the brandings, as a visual language, make it possible to recount all of the nuances of a positioning and a segmentation within a particular category and to make distinctions between categories. In conclusion, we underline the heuristic benefit of a semiotic study to understand and get to grips with the efficacy of a branding strategy.
PACKAGING DESIGN AS A VEHICLE OF IDENTITY ELEMENTS OF BRAZILIAN CULTURE: A CASE STUDY IN THE GOURMET CHOCOLATES SEGMENTS (Atena Editora), 2023
In this research, it is proposed to investigate the way of attributing meanings to consumer goods by inserting signs of cultural bias in the Design of their packaging, in addition to exemplifying sign relations and interpretations that can be conceived by their observers. It is expected, therefore, that it will contribute to the demand for techniques for inserting immaterial values into products, so that brands of all niches can be maintained in the current market scenario by maintaining their competitiveness. Thus, based on data and anthropological and historiographical studies, an attempt was made to define the concept of Brazilian culture and our ways of living, and then, from the point of view of semiotics and with the help of focal analyzes of packaging of the brand's chocolates. Dengo, to understand how identity elements, translated into visual data and conveyed in wrappers, can be communicated to the customer and motivate connections between the product and its buyers. Finally, it was understood that this is an effective strategy if designers, placed as communicators, precede it by an imperative inquiry into the history and traditions of the brand and its audience's repertoire, as this is the only way they will be able to create efficient compositions and more assertive messages, with greater chances of being understood and achieving the intended result.
International Conference on Business and Economics - Hellenic Open University
This paper proposes the adoption of semiotic analysis to the branding process in an attempt to understand the function of the specific sign system and successfully manage its designing and evaluation processes, from audience research to audience targeting. Specific case studies of commodity, tourist and cultural product branding will be presented, in an attempt to underline, in a parallel goal, the differences and similarities of the symbolic process involved in the three areas: commodities, tourism and culture. EL Classifications: M, Z Key words: branding, commodity products, cultural products, tourist products, semiotics
Approaches to the semiotics of brand are troubled by the lack of any accepted analytic definition of the phenomenon, as well as capacious, almost metaphysical, extensions in which brand becomes identified with semiosis as such, and thus everything is a brand. In addition, studies of brand tend to focus on highly visible or successful brands, as often as not as a proxy for a real object of analytic interest that lies elsewhere. Brand discourse defines brand in opposition to the material properties of the product, leading to a dematerialization of brand, which erases the messy materialities, contingencies, and hybrids that continually arise in the material semiosis of brand. Rather than attempt a definition of brand, the recent literature on brand semiotics is explored along several material and semiotic dimensions of the variousness of its relationship to its universes of circulation and in different professional discourses and historical and cultural contexts
The American Journal of Semiotics 34(3-4), 2018
A semiotic approach to the study of brands and branding moves beyond new-age personifications of consumerist desire and Marxist deconstructions of oppressive deceit. Brands are approached, instead, as systems of folk-ontology and semiotic ideology that function both in tension with and in tandem with the economic objects prized by corporate clients (Manning 2010). This thematic double-issue borrows its title from a turn of phrase suggested by Malcolm Evans (see e.g., 2016), one of the pioneering individuals to first apply semiotic thinking deliberately and systematically to client/consumer-oriented challenges encountered in marketing and branding contexts (cf. Rossolatos 2012: 59–60). As will become clear in the articles that follow, the topic under consideration is “applied” in keeping with Evans' approach: contributing authors are all first-hand practitioners who each have years of actual industry experience working directly with clients to better develop brand communication through the application of semiotic theories and methodologies. [pdf contains covers, toc and preface]
The Semiotics of Brand (Annual Review Article)
Approaches to the semiotics of brand are troubled by the lack of any accepted analytic definition of the phenomenon, as well as capacious, almost metaphysical, extensions in which brand becomes identified with semiosis as such, and thus everything is a brand. In addition, studies of brand tend to focus on highly visible or successful brands, as often as not as a proxy for a real object of analytic interest that lies elsewhere. Brand discourse defines brand in opposition to the material properties of the product, leading to a dematerialization of brand, which erases the messy materialities, contingencies, and hybrids that continually arise in the material semiosis of brand. Rather than attempt a definition of brand, the recent literature on brand semiotics is explored along several material and semiotic dimensions of the variousness of its relationship to its universes of circulation and in different professional discourses and historical and cultural contexts.
CALL FOR PAPERS > http://icsvc-conference.com/ Branding and brand–design has achieved a reputation and status of almost mythical proportion over the past few decades. Emerging from its forerunner-corporate identity-to incorporate advertising, consumer lifestyles and attitudes; image-rights; market-research, customisation, global expansion, sound and semiotics, 'the consumer-as-the-brand'-the word 'branding' currently appears bigger than its own umbrella definition. Habitually, in our contemporary societies of mass-consumption branding is associated primarily with marketing and commodities. However, it immediately becomes apparent that what we call branding is an all pervasive social semiosis that arises from a widespread and multifaceted practice in the cultural field, rooted in the history of all human societies since time immemorial. From tribal markers such as totems, scarifications and tattoos, to emblems of power, language, fashion, architectural space, insignias of communal groups, heraldic devices, religious and political symbols, national flags and the like, a form of branding is at work that responds to the need to determine the presence and interaction of specific groups, persons or institutions through a shared code of meaning. In the current context of global networks and mass communication, where we often talk of a boundless " ocean of information " , we are witnessing a proliferation of branding devices, mostly (but not exclusively) visual signs, which are indispensable both in the field of marketable goods and all manner of cultural domains, both conventional and unconventional, in order to delineate the units in the ceaseless flow of information that will enable us to navigate in it and make sense of it. Branding can be applied to a tiny local coffee-shop [consumer-led branding–the brand emerging from the lifestyles of its potential market audience–not imposed from 'above'];to a football club's global brand; political parties; a country, huge corporations; a pop star, a government agency, a charity; branding can be used to ameliorate a tarnished company's image with a name change and a brand-change; consumers are living-brands, many young people enthusiastically identify themselves with their brand-choices and buy fully into brand values and signifiers – no longer standing 'outside' the mainstream culture [rebellion] but fully incorporated within it. Those that protest against the globally-homogenised culture do so often in choreographed protests that have been branded for maximum impact across media networks.
Cases on Branding Strategies and Product Development: Successes and Pitfalls
Most theories in brand management, evolved from 20th century economics, rely on a convenient assumption of how consumers should make purchase decisions. In contradistinction, this chapter demonstrates a semiological tradition in the context of brand management using a 128-year-old brand, Muthoot Group, to expound upon the ways consumers prevalently perceive brands, which then drive their purchase decisions. Just as in marketing, where the focus changed from “economic exchange” to “social exchange,” in brand management the focus needs to change from “symbols” to the way people use semiotic resources to produce both communicative artifacts and events to interpret them, which is also a form of semiotic production. Since social semiotics is not a self-contained field, the chapter historically plots the brand-building voyage of Muthoot Group, applying semiotic concepts and methods to establish a model of brand and extend the scientific understanding of differentiation, loyalty, and advoc...
Brand in Semiotic Perspective (Eng.)
2012
Abstract: A kind of habit is still available in the world of marketing practice looking at brands as completely dependent on economic logic, as secondary element of general marketing activity. Despite of the formal common consent saying that brand is a powerful tool in sales policy and provides priceless long-term contact with consumers, only short list of publications on this realm includes explanation on how given brand reaches its audience and, which is even more important, how it affects it. The following material aims to pass over the classical definitions and to enter in one usually neglected but full with potential ‘alley’ in branding. The main point is the realization that brand is a communication phenomenon whose existence is a result more from attitude and active position of its addressee than from the brand management’ steps. The lack of a physical basis makes brand virtual entity and its nature is an object of study of social psychologists, cognitive specialists and anthropologists but in the field of ‘communication’ main role plays semiotics, whose advantages and perspectives are underlined in the next lines. Key words: brand, commercial communication, applied semiotics, functions of language.