From Code to super-signs For a semiotics of brand equity

by George Rossolatos, Semiotic Brand Consultancy //disruptiVesemiOtics//

This presentation addresses the marketing concept of brand equity from a structuralist semiotic perspective, by demonstrating why and how the notions of code/subcode are central in accounting for the multifarious dimensions of brand meaning and value. Based on the basic premises that surplus of meaning is reflected in surplus financial value in the concept of brand equity and that brand equity and code are fundamentally interdependent, an attempt is made to lay the conceptual foundations for operationalizing brand equity semiotically. The managerial implications in terms of planning for brand equity against the background of the relative novelty of brands as signs and different levels of codedness are discussed against the background of the model of The Generative Matrix of Equity Potential.