Brand Identity

Gérald Mazzalovo

Chapter 4 in Brand Aesthetics, 2012, pp 47-82 from Palgrave Macmillan

Abstract: Abstract We have seen in Chapter 1 how the notion of brand aesthetics was introduced in the dual context of the expression of an identity and the production of meaning as the brand is, in the words of the semiotician Gianfranco Marrone (2007), ‘a complex entity of eminently semiotic nature’.

Keywords: Narrative Identity; Figurative Meaning; Brand Communication; Brand Identity; Fashion Brand (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-02560-9_5

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DOI: 10.1057/9781137025609_5

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