analysis of the semiotic perspective of brand analysis（分析品牌符号的角度的分析）.docVIP

Analysis of the semiotic perspective of brand analysis Paper to write network: Abstract: Brand performance of a visual symbol or symbol group, can and should be incorporated into the vision of semiotic research, at present, from a semiotic perspective of the brand is still a relatively new research topic from the perspective of semiotics, the sign Pierce theory based on the concept of brand analysis, based on Peirce’s semiotic theory of the whole concept of a brand brand offers a more clear idea. Keywords: brand, symbol, Saussure’s semiotics, Peirce semiotics First, of the problem Although the academic study of the brand has been quite thoroughly, but the brand seems to still be covered with the veil of mystery, makes it difficult to distinguish true. Domestic and foreign scholars on the expression of the brand there are many, from which sum up the brand closely associated with the word there is: name or logo to identify, distinguish, symbol, image, personality, cognition, commitment, communication, experience, relationships, joins, carrier, system, etc., the brand is rich in content is evident. No wonder people say the brand is like the Mona Lisa Smile, everyone can feel it more or less attractive but difficult to express it clearly, it is inevitable to some extent the brand builders and managers to bring confusion. brand visually performance of a symbol or group of symbols, symbols can and should be included in the study of perspective on this, this paper attempts to learn from a symbolic perspective, to Pierce semiotics to analyze the basis of the brand, and try Looking back on this understanding trajectory for the brand building and management to provide some valuable theoretical basis. Second, Pierce semiotics of brand analysis Symbol in human life everywhere, it is through human symbolic ability to understand the world and themselves, relying on the role of symbols, the human can be reached to achieve knowledge transfer and interaction.