The significance of semiotics in branding and market research

The article describes and explains semiotics and its role in branding and market research. The role of semiotics is to identify these underlying contexts and reveal the codes by which people read signs to draw meaning from them.

The significance of semiotics in branding and market research

Andrea Basunti

Semiotics sounds complicated, even mystical. But it deals with something all of us do all the time–make sense of the world around us through signs. From the unequivocal (for example, dark clouds signal rain) to the indefinite (for example, a firm handshake suggests confidence), we 'read' the world through signs.

Semiotics is often perceived as an arcane discipline, but this article will provide some insights into how it can be used commercially in the context of branding.


Modern semiotics was born at the end of the...

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