Handbook of Brand Semiotics

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Semiotics has increasingly influenced marketing research over the past thirty years, yet there remains a lack of cohesive brand-related semiotic research. This Handbook serves as a guide for scholars, offering a rich conceptual and methodological framework. Authored by a team of experts in semiotics and branding, including John A. Bateman, David Machin, and others, and edited by George Rossolatos, it aims to be a reference for those exploring brand semiotics. The Handbook promotes interdisciplinary dialogue between marketing and semiotics, presenting both current trends and future research directions. Key topics include analyzing brand language across media, the roles of brand symbols and icons, the impact of semiotics on transmedia storytelling, and the design of brand identity, logos, and packaging. It also addresses structuralist, Peircean, and sociosemiotic approaches to brand communications, the sociosemiotic aspects of online brand identity, and multimodality in critical discourse analysis. Additionally, it challenges the dominance of cognitivism in brand research and explores the intersections of semiotics with cultural branding and brand equity.