Semiotics and marketing has been seen as two areas that have nothing in common but when studied more closely, they reveal their affinities. Brand marketing aims to develop the identity of a company and to distinguish it from other competitors and here where the two disciplines converge. In fact, managing the Brand identity demands managing the brand meanings or semiotics. The semiotics function of a brand is to define the mangement strategy and process in order to develop a position and a Brand image and identity. The use of the semiotics theory in the Brand name, logo and advertising will help to maintain the brand equity, recall and recognition.
Semiotics is precisely the science that deals with all the signs, their combination as a system …show more content…
.I think that, the theory of sign represents an important approach to the brand strategy and advertising. In fact, the way in which a company communicates its values to customers with audio, visual and verbal is crucial in order to maintain its brand image and identity (Gottdiener & Lagopoulos, 1986). As Sless (1986) says “we consult linguists to find out about language, art historians or critics to find out about paintings, and anthropologists to find out how people in different societies signal to each other through gesture, dress or decoration. But if we want to know what all these different things have in common then we need to find someone with a semiotic point of view, a vantage point from which to survey our world”. The semiotics theory helps brand to develop a product in line with the culture of the customer. In my opinion, the semiotics theory is important to help manager to define the identity of a brand. To understand the power of the sign, we will take the example of the Channel No5 perfume that is considered as the perfume that “makes you irresistible”. To highlight this image, Channel launched several advertising and one of the most important adds is the one released in 1998. These add combine mystery, humor and seduction. It features the actress and model Estella Warren in a revisited version of little red riding hood. In the add there is the use of the three colors: Red, Yellow and blue. The Red color symbolizes love and passion. The yellow color refers to wealth and luxury. The bleu color symbolizes mystery and danger. The music used in the add refers to the notion of storytelling and fantasie. The sound brings the spectator into a wonderful world: first the music starts slowly and then it accelerates maintaining a relaxed and enjoyable melody.
Semiotics is precisely the science that deals with all the signs, their combination as a system …show more content…
.I think that, the theory of sign represents an important approach to the brand strategy and advertising. In fact, the way in which a company communicates its values to customers with audio, visual and verbal is crucial in order to maintain its brand image and identity (Gottdiener & Lagopoulos, 1986). As Sless (1986) says “we consult linguists to find out about language, art historians or critics to find out about paintings, and anthropologists to find out how people in different societies signal to each other through gesture, dress or decoration. But if we want to know what all these different things have in common then we need to find someone with a semiotic point of view, a vantage point from which to survey our world”. The semiotics theory helps brand to develop a product in line with the culture of the customer. In my opinion, the semiotics theory is important to help manager to define the identity of a brand. To understand the power of the sign, we will take the example of the Channel No5 perfume that is considered as the perfume that “makes you irresistible”. To highlight this image, Channel launched several advertising and one of the most important adds is the one released in 1998. These add combine mystery, humor and seduction. It features the actress and model Estella Warren in a revisited version of little red riding hood. In the add there is the use of the three colors: Red, Yellow and blue. The Red color symbolizes love and passion. The yellow color refers to wealth and luxury. The bleu color symbolizes mystery and danger. The music used in the add refers to the notion of storytelling and fantasie. The sound brings the spectator into a wonderful world: first the music starts slowly and then it accelerates maintaining a relaxed and enjoyable melody.