Sr. Lecturer, Management Department, Hermes Institue of Management Studies, Chutmalpur, Roorkee, India
Online published on 3 April, 2013.
This paper addresses the marketing concept of brand image from a semiotic perspective. A critical review of existing research from key authors in the brand semiotics literature is also done. By drawing on the structure and process of brand image it focuses on how semiotics can be helpful in increasing the effectiveness of various tools used for marketing. It also stresses the importance of semiotics as a vital tool used in positioning & repositioning of a brand thereby creating the desired brand image in the minds of the consumer.
