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The book discusses the concept of brand equity and its impact on the financial performance of a company through analysis of the 'semiotics' of the brand and its sign systems. Including case studies, it provides an actionable strategy for steering brands through internal and external changes and pressures.

Communication in marketing. --- Semiotics. --- Semeiotics --- Semiology (Linguistics) --- Semantics --- Signs and symbols --- Structuralism (Literary analysis) --- Marketing --- Communication in marketing --- Semiotics --- E-books

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Literary semiotics --- Literature --- Criticism --- Appraisal of books --- Books --- Evaluation of literature --- Literary criticism --- Rhetoric --- Aesthetics --- Style, Literary --- Appraisal --- Technique --- Evaluation --- Criticism.

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This book examines the affinity between "theory" and "deconstruction" that developed in the American academy in the 1970s by way of the "Yale Critics": Harold Bloom, Paul de Man, Geoffrey Hartman, and J. Hillis Miller, sometimes joined by the French philosopher Jacques Derrida. With this semi-fictional collective, theory became a media event, first in the academy and then in the wider print media, in and through its phantasmatic link with deconstruction and with "Yale." The important role played by aesthetic humanism in American pedagogical discourse provides a context for understanding theory as an aesthetic scandal, and an examination of the ways in which de Man's work challenges aesthetic pieties helps us understand why, by the 1980s, he above all had come to personify "theory." Combining a broad account of the "Yale Critics" phenomenon with a series of careful re-examinations of the event of theory, Redfield traces the threat posed by language's unreliability and inhumanity in chapters on lyric, on Hartman's representation of the Wordsworthian imagination, on Bloom's early theory of influence in the 1970s together with his later media reinvention as the genius of the Western Canon, and on John Guillory's influential attempt to interpret de Manian theory as a symptom of literature's increasing marginality. A final chapter examines Mark Tansey's paintings "Derrida Queries de Man" and "Constructing the Grand Canyon", works that offer subtle, complex reflections on the peculiar event of theory as-deconstruction in America"

Deconstruction. --- Criticism. --- Literary criticism --- Philosophy --- Semiotics & Theory. --- European --- General. --- Movements --- 50 --- 059 --- Algemeenheden. Geschiedenis en filosofie van de wetenschappen --- Diverse publicaties (varia)

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Marketing --- Advertising. Public relations --- Semiotics --- #KVHA:Marketing --- #KVHA:Semiotiek --- 003 --- 658.8 --- #SBIB:309H2821 --- #SBIB:309H503 --- Semiotiek. Schriften. Tekens en symbolen. Codes. Grafische voorstellingen --- Marketing. Sales. Selling. Distribution --- Reclameboodschap: functies, genres, taalgebruik historiek --- Semiotiek, semiologie --- 658.8 Marketing. Sales. Selling. Distribution --- 003 Semiotiek. Schriften. Tekens en symbolen. Codes. Grafische voorstellingen --- E-books --- Marketing. --- Semiotics. --- Semeiotics --- Semiology (Linguistics) --- Semantics --- Signs and symbols --- Structuralism (Literary analysis) --- Consumer goods --- Domestic marketing --- Retail marketing --- Retail trade --- Industrial management --- Aftermarkets --- Selling --- Verspreiding [Handel]. (Versch. onderwerpen) --- Sémiologie [Linguistique]. (Mélanges) --- Distribution [Commerce]. (Mélanges) --- Semiologie [Taalwetenschap]. (Versch. onderwerpen)

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Using both verbal and nonverbal techniques to make its messages as persuasive as possible, advertising has become an integral component of modern-day social discourse designed to influence attitudes and lifestyle behaviors by covertly suggesting how we can best satisfy our innermost urges and aspirations through consumption. This book looks at the categories of this form of discourse from the standpoint of semiotic analysis. It deals with the signifying processes that underlie advertising messages in print, electronic, and digital form.

Advertising. --- Semiotics. --- Signs and symbols. --- Reclame --- Semiotiek --- Advertising --- Signs and symbols --- Semiotics --- Semeiotics --- Semiology (Linguistics) --- Semantics --- Structuralism (Literary analysis) --- Representation, Symbolic --- Signs --- Symbolic representation --- Symbols --- Abbreviations --- Omens --- Sign language --- Symbolism --- Visual communication --- Ads --- Advertisements --- Advertising, Consumer --- Advertising, Retail --- Advertising, Store --- Commercial speech --- Consumer advertising --- Retail advertising --- Speech, Commercial --- Store advertising --- Business --- Communication in marketing --- Industrial publicity --- Retail trade --- Advertisers --- Branding (Marketing) --- Propaganda --- Public relations --- Publicity --- Sales promotion --- Selling --- E-books --- 82:003 --- 82:003 Semiotiek in de literatuur --- Semiotiek in de literatuur --- Werbesprache --- Werbebotschaft --- Semiotik --- Semiologie --- Zeichentheorie --- Zeichen --- Werbeaussage --- Werbeversprechen --- Werbeinhalt --- Reklamesprache --- Werbetext --- Werbung --- Werbungssprache --- Sprache --- Anzeigensprache --- Fachsprache