Creating Value, The Theory and Practice of Marketing Semiotics Research (Oxford 2015)
In Creating Value, Laura Oswald explains how brands draw actual market value from the cultural myths, social networks, and intangible experiences consumers invest in marketing signs, symbols, and rituals. It guides readers through the process of managing brand value by means of consumer ethnography, cultural analysis, design research, and media strategy.
Creating Value extends the discussion begun Marketing Semiotics: Signs, Strategies, and Brand Value (2012) to post-structural debates related to ethnographic performance, multicultural consumer identity, the digitalized consumer, and hetero-topic experiences of consumer space. By applying semiotics to the everyday world of the marketplace, the book makes sense of the semiotics discipline, which is often mystified by technical jargon and hair-splitting debate in the academic literature. The book also provides practitioners, professors, and students of semiotics with a practical guide to the methods used in semiotic research in a wide range of contexts, from brand strategy and advertising to retail design and multimedia marketing.
Marketing Semiotics: Signs, Strategies, and Brand Value (Oxford 2015)
In Marketing Semiotics: Signs, Strategies, and Brand Value, Laura Oswald walks the reader through the step by step application of semiotics to various stages of the strategic planning process, from research to analysis and creative development. By presenting actual business cases, Dr. Oswald demonstrates the effectiveness of marketing semiotics for creating value for her clients.
Brands are sign systems that form the identity of specific products or services and distinguish them from other brands in a product category. Consumers in turn use brand meanings to complete their worlds, fulfill their fantasies, and bond with community and culture. Furthermore, the meanings consumers associate with the brand name, logo, and other proprietary signs is fundamental to brand equity, not just a value-added. Brands draw higher prices, higher profit margins, and stronger customer loyalty than generic products because they appeal to the unsatisfied emotional needs of consumers.
In Marketing Semiotics, Laura Oswald walks the reader through the step by step application of semiotics to various stages of the strategic planning process, from research to analysis and creative development. Dr. Oswald also outlines the scientific foundations of the marketing approach in linguistics, psychoanalysis, and cultural anthropology and presents case studies where marketing semiotics solved business problems with actionable recommendations for aligning the brand with the culture of consumers and differentiating it from competitors.