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The semiology of Changing Brand Image

Combe, Ian, Crowther, David and Greenland, Steven J. (2003). The semiology of Changing Brand Image. Journal of Research in Marketing and Entrepreneurship,5(1).

Document type: Journal Article
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Title The semiology of Changing Brand Image
Author Combe, Ian
Crowther, David
Greenland, Steven J.
Journal Name Journal of Research in Marketing and Entrepreneurship
Publication Date 2003
Volume Number 5
Issue Number 1
ISSN 1471-5201   (check CDU catalogue open catalogue search in new window)
Total Pages 24
Place of Publication United Kingdom
Publisher Emerald Publishing Limited
Field of Research 1505 - Marketing
Abstract This article considers the attempted change to the image of an established brand by studying the semiotics within the brand’s historical advertising campaigns. The use of semiotics to study the interpretation of messages is discussed, and the link between interpretation of messages and advertising effectiveness in changing brand image is explored. The authors deconstruct advertisements of a brand to provide a model containing opposing dialectics that may aid managers by highlighting alternative symbolic messages contained in advertisements. Oncwe identified, these alternative symbolic messages may be used to help change brand image and influence advertising effectiveness. Although the study focuses upon a major brand of beer, this is an industry in which there are numerous small firms, and many of those have constrained marketing budgets, and thus need to make sure that their advertising is effective. Equally, entrepreneurial marketing is not to found only in the small firm, and the case study discusses a radical and imaginative brand repositioning of a well established product.
Keywords Advertising
Brand image
Semiotics
Symbolic management
DOI http://dx.doi.org/10.1108/14715200380001277   (check subscription with CDU E-Gateway service for CDU Staff and Students  check subscription with CDU E-Gateway in new window)
 
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Created: Tue, 06 Jun 2017, 09:32:32 CST by Marion Farram