Abstract:
This paper focuses on the question of semiotics of brand communication. Lotman'sâ concept of semiosphere and three types of semiotic relations between imagined our brand and other brands, hindering the brand's acceptance in particular market, are introduced in this paper: non-semiotic relation; alien-semiotic relation; and different-semiotic relation. We would like to point out that in operating in culturally heterogeneous and fast developing eastern European markets, the marketer must note the context of emergence of self-awareness of consumer identities which entails prioritising uniqueness of the self and sharper opposition to others. Thereby the brand discourse turns to alien-semiotic rather often but this is a somewhat logical path leading to more tolerant different- semiotic which is a good basis for creation of the we-semiotic between the symbolic self of the communicated brand and the social self of the consumer.
Research Papers
Fast-developing markets in Estonia
Catalogue: CEE Conference 1995: Towards A Market Economy
Author: Triin Vihalemm
Company: KANTAR TNS Malaysia
April 1, 1995
Research Papers
Why are some local brands more successful than any other brand?
Catalogue: Seminar 1998: Adding Transparency To Brand Management
Authors: Aivar Voog, Ulle Parnoja
Company: KANTAR TNS Malaysia
June 15, 1998
Research Papers
Charting the cultural future of markets
Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Authors: Monty Alexander, Rama Bijapurkar, Virginia Valentine
 
September 1, 1994
