disruptiVesemiOtics

STRUCTURALISM & BRAND SEMIOTICS- NEW BOOKS OUT NOW
          	
          	
          	Title: Towards a semiotics of brand equity: Brand coherence and communicative consistency through structuralist operations and rhetorical transformations
          	Author: George Rossolatos
          	Release date: May 2012
          	Pages: 126
          	Preview: http://books.google.gr/books/about/Towards_a_semiotics_of_brand_equity_Bran.html?hl=el&id=Zlwsv5X0BVwC 
          	Available at: 
          	Amazon: http://www.amazon.com/dp/B0084736H0
          	Lulu:http://www.lulu.com/shop/george-rossolatos/towards-a-semiotics-of-brand-equity-brand-coherence-and-communicative-consistency-through-structuralist-operations-and-rhetorical-transformations/ebook/product-20130723.html
          	
          	Publication objectives: 
          	«The principal aim of the book at hand consists in a prolegomena to the construction of an innovative approach of structuralist rhetorical semiotics as a formal metalanguage and method in the form of a conceptual model, coupled with a transformative grammar and a stepwise methodology with view to addressing a crucial gap in the existing consumer and advertising research literature (and marketing/advertising practice alike) concerning how advertising stimuli may be selected, how they may be transformed into brand elements and how brand elements may be transformed into brand associations as sustainable sources of brand equity.  The book is concerned with demonstrating the usefulness of a systematic theoretical and practical approach through the import of semiotics and rhetoric to the construction and ongoing management of brand associations as sources of sustainable brand equity».

disruptiVesemiOtics

STRUCTURALISM & BRAND SEMIOTICS- NEW BOOKS OUT NOW
          
          
          Title: Towards a semiotics of brand equity: Brand coherence and communicative consistency through structuralist operations and rhetorical transformations
          Author: George Rossolatos
          Release date: May 2012
          Pages: 126
          Preview: http://books.google.gr/books/about/Towards_a_semiotics_of_brand_equity_Bran.html?hl=el&id=Zlwsv5X0BVwC 
          Available at: 
          Amazon: http://www.amazon.com/dp/B0084736H0
          Lulu:http://www.lulu.com/shop/george-rossolatos/towards-a-semiotics-of-brand-equity-brand-coherence-and-communicative-consistency-through-structuralist-operations-and-rhetorical-transformations/ebook/product-20130723.html
          
          Publication objectives: 
          «The principal aim of the book at hand consists in a prolegomena to the construction of an innovative approach of structuralist rhetorical semiotics as a formal metalanguage and method in the form of a conceptual model, coupled with a transformative grammar and a stepwise methodology with view to addressing a crucial gap in the existing consumer and advertising research literature (and marketing/advertising practice alike) concerning how advertising stimuli may be selected, how they may be transformed into brand elements and how brand elements may be transformed into brand associations as sustainable sources of brand equity.  The book is concerned with demonstrating the usefulness of a systematic theoretical and practical approach through the import of semiotics and rhetoric to the construction and ongoing management of brand associations as sources of sustainable brand equity».