What Is a Brand? A Semiotic Analysis

  • Arthur Asa Berger


In this chapter, I define brands, deal with brand images, and explain how semiotics, the science of signs, is useful in analyzing brands. I deal with Saussure’s theories and his notion that a sign is composed of a sound-object or signifier and a concept that the signifier generates. He also writes about concepts only having meaning in terms of their not being like their opposites. I also discuss the difference between denotation and connotation, metaphor and metonymy, and differentiation in brands.


Brand images Signs Semiotics Signifiers Signifieds Metaphor Metonymy 


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Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Arthur Asa Berger
    • 1
  1. 1.Department of Broadcast and Electronic Communication ArtsSan Francisco State UniversitySan FranciscoUSA

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