A BRAND TRIANGLE MODEL to AVOID BRANDING MYOPIA

Paulo Lencastre () and Ana Côrte-Real ()
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Ana Côrte-Real: Faculdade de Economia e Gestão, Universidade Católica Portuguesa - Porto

No 11, Working Papers de Gestão (Management Working Papers) from Católica Porto Business School, Universidade Católica Portuguesa

Abstract: This article takes the metaphor of myopia to explain the most limited vision of brand, understood as the identifying sign of a product. As brand is a sign, we turn to semiotics, the science of signs, in order to apply a model which broadens the concept of brand to three dimensions: that of the identity sign itself, that of the object the sign refers to and that of the response of the market to the sign.

Keywords: Branding Semiotics; Brand Identity; Brand Marketing; Brand Response (search for similar items in EconPapers)
Pages: 18 pages
Date: 2009-07
New Economics Papers: this item is included in nep-mkt
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:cap:mpaper:112009

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