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    Cultural Meaning Systems and Brands

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    calmchandan
    This document discusses cultural meaning systems and brands. It explains that brands can be used as signaling systems to create and send social meanings of differentiation. It discusses semiotics and how brand meanings are formed through associations with pre-existing meanings. The document also examines how brands take on personal meanings through personalities and relationships. Finally, it analyzes how consumption practices involve both social differentiation between groups and social integration through brand communities.

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    Cultural Meaning Systems and Brands

    Uploaded by

    calmchandan
    47 views10 pages
    This document discusses cultural meaning systems and brands. It explains that brands can be used as signaling systems to create and send social meanings of differentiation. It discusses semiotics and how brand meanings are formed through associations with pre-existing meanings. The document also examines how brands take on personal meanings through personalities and relationships. Finally, it analyzes how consumption practices involve both social differentiation between groups and social integration through brand communities.

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    This document discusses cultural meaning systems and brands. It explains that brands can be used as signaling systems to create and send social meanings of differentiation. It discusses semiotics and how brand meanings are formed through associations with pre-existing meanings. The document also examines how brands take on personal meanings through personalities and relationships. Finally, it analyzes how consumption practices involve both social differentiation between groups and social integration through brand communities.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    47 views10 pages

    Cultural Meaning Systems and Brands

    Uploaded by

    calmchandan
    This document discusses cultural meaning systems and brands. It explains that brands can be used as signaling systems to create and send social meanings of differentiation. It discusses semiotics and how brand meanings are formed through associations with pre-existing meanings. The document also examines how brands take on personal meanings through personalities and relationships. Finally, it analyzes how consumption practices involve both social differentiation between groups and social integration through brand communities.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
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    Cultural Meaning Systems and Brands

    Cultural Meaning Systems


    How brands can be used as signalling systems to create and send meanings of social differentiation?

    Semiotics and brand meanings


    The signifier and the signified The signifier for instance a brand name must acquire meaning through associations with other pre- existing meanings until it comes to signify some concept or idea. The signified is a connotative communication, which generates personal associations, overtones, and feel, and can be literally any meaning that can be associated with the signifier, in most cases through advertising and packaging. Discuss study of the advertising for beer brands. See Fig 4.1, 4.2. Indexicality possessions served as physical evidence, indices of a special relationship with people, places, and events

    Figure 4.1

    Figure 4.2

    Personal meanings
    Brand personality: the brand- as- a- person Brand relationships: the brand- as- a- friend
    Exciting Vs sincere Anxious consumers

    Nostalgia
    a preference towards experiences associated with objects that were more common when one was younger (Holbrook and Schindler, 2003)

    Social differentiation and social integration


    Consumption practices are involved in processes of both differentiating between social groups, for example between classes and genders, and creating new social groupings such as brand communities Social differentiation
    Conspicuous consumption and social prestige Bourdieu (1984) suggests that in contemporary Western societies, where there is much less strict hierarchical division between social classes and much more equality in terms of wealth, distinction between social groups is maintained through structures of taste Gender

    Social differentiation and social integration


    Social integration
    The communication value of brands can be thought of as fundamentally integrative, in that knowledge of consumption codes and attendance at consumption events are essential to being included as part of a social group (Slater, 1997). Brand communities Neo-tribes Sub-cultures Aikido brands

    Identify examples of the four thematic categories of value creation in online brand communities, outlined below. 1.social networking, which includes welcoming, empathizing with, and governing each other; 2.impression management, the creation of favourable impressions of the brand through evangelising and justification; 3.community engagement, for instance staking, which involves specifying particular domains of interest within the community; milestoning, the communication of standout brand experiences like receipt of a new model or accessory; badging whereby a signifier is created to commemorate a milestone perhaps a certificate or ranking within the community; and documenting, sharing the story with others and constructing a narrative of brand engagement;

    4.brand use, which relates to customizing and enhancing the use of the brand and includes grooming, consumer driven suggestions for product care; customizing, the creation of additional product features and accessories by the community; and commoditizing, ensuring the availability of customized resources and advocating for the availability of key resources to the community from the manufacturer

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