- Symbolic behaviour can be observed in cultural phenomena within systems of signification
- Since a brand is a system of sensory signs that incites consumers in a symbolic process, which then contributes to tangible value, semiotics is the keystone of brand building
- Through the action of signs, brands accomplish a perceptual presence in consumers; envisaged as a mental representation and emotional connection
- Brands became symbol triggers in reconstructive memory in the consumers brain
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