목차
0. Overview : the relevance of semiotics to the branding
1. Brands as sign process
2. Semantic and pragmatic dimensions of the brand
3. Communication and representation of the brand
4. A phenomenological dimension of brand : creating a great customer experience
5. Syntax and taxonomy of brands : brand symbols and brand names
6. Narrative dimensions of branding
7. Conclusion
References
Abstract
1. Brands as sign process
2. Semantic and pragmatic dimensions of the brand
3. Communication and representation of the brand
4. A phenomenological dimension of brand : creating a great customer experience
5. Syntax and taxonomy of brands : brand symbols and brand names
6. Narrative dimensions of branding
7. Conclusion
References
Abstract
저자정보
참고문헌
자료제공 : 네이버학술정보