Abstract:

This paper adapts aspects of the work of anthropologist Claude Levi- Strauss for use in market analysis and research. The methodology has been pioneered by the author's company, and is regularly used by them in their analytical work. The paper explains how successful brands embody myths; and outlines a technique by which this brand myth can be identified, evaluated and exploited. The technique can also be used by non-semiotic market researchers and planners as a useful tool in analysis, strategic planning and brand development.