A BRAND TRIANGLE MODEL to AVOID BRANDING MYOPIA

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.

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Year of publication:	2009-07
Authors:	Lencastre, Paulo ; Côrte-Real, Ana
Institutions:	Faculdade de Economia e Gestão, Universidade Católica Portuguesa
Subject:	Branding Semiotics \| Brand Identity \| Brand Marketing \| Brand Response

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Extent:	application/pdf
Series:	Working Papers de Gestão (Management Working Papers).
Type of publication:	Book / Working Paper
Language:	English
Notes:	Number 11 18 pages
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10008490636