符号学视角下的品牌剖析

Analysis on Brand from the Angle of Semiotics

品牌直观地表现为一个符号或符号群,可以而且应该被纳入符号学研究的视野,目前,从符号学视角对品牌进行研究还是一个较新的课题。从符号学视角出发,以皮尔斯符号学理论为依据对品牌概念进行了分析,依据皮尔斯符号学理论所提出的整体品牌概念为品牌的塑造提供了较为清晰的思路。

Brand is shown as a symbol intuitively.It could and should be brought into the research field of semiotics.In this paper,analysis on brand has been done on the basis of Saussre＇s semiotic theory and Peirces＇s semiotic theory and some conclusions have been drawn out.Till now few people have done research on brand from the angle of semiotics and it is a valuable try.It gives a new vision and method for study and the results of this research provide powerful reference for building and managing brands.