品牌符号管理

Brand Semiotic Management

本文介绍了符号与品牌资产之间的关系，指出品牌符号系统包括材料、结构、约定、情境和行动五个维度。采用符号学方法对品牌资产进行管理，主要包括脑海景观（MindScape）、符号景观（SignScape）和品牌景观（BrandScape）三种方法。符号学对品牌资产管理很有意义。

This paper introduces the relations between semiotics and brand equity management, and points out that a complex marketing sign system includes material, structural, conventional, contextual, and pefformative dimensions. Laura Oswald suggests that mindscape, signscape and brandscape are three kinds of methods to do brand semiotic management. Semiotics is very helpful for brand equity management.