基于符号学的“整体品牌”概念

The Concept of Total Brand Based on Semiotics

对管理学、营销学中众说纷纭的品牌概念进行了梳理,对梳理后产生的两大疑惑用哲学家皮尔斯的“三位一体”符号思想进行了破解,在此基础上给出了符号学意义的品牌定义,构建了双角度的三位一体性“整体品牌”概念模型,并提出了进一步的研究方向和“品牌符号学”的初步构想。

This paper discusses the diverse opinions of brand concept in management and marketing. It explains and solves the two puzzles stemmed from discussion with Philosopher Peirce's semiotics ideas of triunity. On that basis, it gives a new definition to brand in semiotics and builds a concept model named as' total brand' of double-angle triunity. Finally, the paper presents the orientation for further research and the preliminary content of semiotics ofm brand.