Creating value

In global consumer culture, brands structure an economy of symbolic exchange that gives value to the meanings consumers attach to the brand name, logo, and product category. Brand meaning is not just a value added to the financial value of goods, but has material impact on financial markets themselves. Strong brands leverage consumer investments in the cultural myths, social networks, and ineffable experiences they associate with marketing signs and rituals. Creating Value: The Theory and Practice of Marketing Semiotic Research is a guide to managing these investments by managing the cultural…