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SEMIOTIC
S
OF BRAN
D
BUILDING
S U D I O S U D A R S A N
L E V E L T H R E E B R A N D C O N S U L T A N T S
A VISUAL PRESENTATION: CASE OF THE MUTHOOT BRAND
Copyright © 1988-2014...
THE PERENNIAL QUESTION OF
PHILOSOPHY ‘WHY STUDY SIGNS?’ IS
ANSWERED BY THE SCIENCE OF SEMIOTICS.
FROM AN ANIMAL’S CRY TO B...
TATTOOS ARE NOT MERE ORNAMENTAL.
✦
TATTOOS OF BRAND LOGOS ARE MORE THAN JUST STAMPS OF ALLEGIANCE.
✦
THEY ARE HERALDIC EMBLEMS OF
CUSTOMER NOBILITY, SIGNALING
THEIR ZEALOTRY TO THE TRIBE.
✦
✦
✦
✦
✦
THE CONTRIBUTION OF
BRAND MEANINGS AND
PERCEPTIONS TO PROFITABILITY
✦ ✦
✦
TESTIFIES TO THE POWER OF SYMBOLIC
✦
✦...
✦
✦
SEMIOTICS IS THE SCIENTIFIC STUDY
OF PRODUCTION AND USE OF SIGNS.
SYMBOLIC BEHAVIOR CAN BE
OBSERVED IN CULTURAL
PHENOMENA WITHIN SYSTEMS OF
SIGNIFICATION THE WORLD OVER.
✦
BRANDING IS ONE OF THE CRITICAL SITES ON THE
BATTLEFIELD OF THE PRODUCTION OF MEANING.
SINCE A BRAND IS A SYSTEM OF SENSORY SIGNS THAT INCITES
CONSUMERS IN A SYMBOLIC PROCESS, WHICH THEN CONTRIBUTES TO
TANGIBL...
THROUGH THE ACTION OF SIGNS, BRANDS ACCOMPLISH A PERCEPTUAL PRESENCE IN
CONSUMERS; ENVISAGED AS A MENTAL REPRESENTATION AN...
BRANDS BECOME SYMBOL TRIGGER
IN RECONSTRUCTIVE MEMORY IN
THE CONSUMERS’ BRAIN.
LET’S NOW HURL INTO THE POST-GRADUATE DEPARTMENT
OF SYMBOLOGY TO UNDERSTAND HOW SEMIOTICS WORKS.
This section outlines the development of
sign study from its classical precursors
to contemporary post-structuralism so
th...
Human beings are peculiar species; they are
driven by a keen desire to make meanings
throughout their life on earth. As ho...
The most distinctive trait of humans is
that only they, throughout terrestrial
life, have two separate although, of
course...
How important are sign systems?
✦
On the continuum from cave
paintings to social media updates,
the need to communicate has
created an infinite sensory
pale...
Ancient Vedic traditions used visual tools to
serve as centering devices and/or as symbolic
compositions of energy pattern...
Early precursors of semioticians in the Western
World include Plato (428-348 BCE) whose
‘Cratylus’ ponders the origin of l...
The quintessential sign was the medical symptom for the Stoics.
It’s a sign!
Fever!
Medical symptom!
Leading European proto-semiotician,
John Locke (1632-1704) examined
the signifying process as a basis for
logic in his sem...
Ʃƞμιωτικῄ And, perhaps, if they were distinctly
weighed, and duly considered, they
would afford us another sort of Logick
...
Ludwig von Bertalanffy draws a thin line
between realistic conceptualization (symbol
making) and utter derangement
(schizo...
The two primary traditions in
contemporary semiotics in the 20th
century stem from the Swiss linguist
Ferdinand de Saussur...
Often hailed as the founder of semiotics,
Ferdinand de Saussure was born into an
academic family in1857 in Geneva,
Switzer...
Following completion of his research
thesis, Saussure left for the École
Pratique des Hautes Études in Paris,
France where...
Saussure defined linguistic sign as a two-
sided entity, a dyad, consisting of signifier
and signified. The signifier was ...
Carrot
SignifierSignified
According to Saussure, linguistic sign was not a
link between thing and name, but a
psychologica...
F TIG
The signifiers /G/I/F/T/ engenders is a mental concept
of a present; a thing given willingly without payment.
But, for Germans ‘gift’ means ‘poison.’
So agreed rules govern the
conventional relationship of the
signifier and the signified. Language
is not complete in any s...
The fact that language is a system
(langue), it can be thought of a
communal cupboard, housing all the
possible different ...
Like language, symbols also
connote disparate set of meanings
in different cultural groups.
Americans who live in the
New ...
Because culture is built on natural language, culture
may be classified in its conceptualization of the sign.
Across the Atlantic, around the same time
as Saussure, pragmatist philosopher and
logician Charles Sanders Pierce
(1839-19...
✦
Sign/Representamen
Interpretant
Object
The form which the sign
takes (Sign Vehicle)
The sense aspect of the
sign (Refere...
Sign/Representamen
Interpretant
Object
The realm of firstness is
understood by feeling. Eg.
Feeling evoked by music.
The r...
At the level of sign/representmen (firstness)
1. Qualisign
2. Sinsign
3. Legisign
SIGN
Qualisign	 
Representamen made up of a quality
(for e.g. color red)
Sinsign	 
Representamen made up of a
existing physical reality
(for e.g. road sign)
Legisign	 
Representamen made up of a law
(for e.g. referee sign)
At the level of object (secondness)
1. Icon
2. Symbol
3. Index
Object
Icon	 
Sign relates to its object in some
resemblance with it
(for e.g. photograph)
Symbol	 
Sign relates to its object by means
of convention
(for e.g. flag)
Index	 
Sign relates to its object in terms of
causation
(for e.g. Statue of Liberty for
freedom)
At the level of interpretant (thirdness)
1. Rheme
2. Dicent
3. Argument
Interpretant
Rheme	 
Sign is represented for the
Interpretant as a possibility
(for e.g. mental concept)
Dicent	 
The sign is represented for the
Interpretant as a fact
(for e.g. descriptive statement)
Argument	 
Sign is represented for the
Interpretant as a reason
(for e.g. proposition)
Icon
The number two
Index Symbol
Longhorn cattle Heavy rock music
Astronaut Moon Science & Technology
In any given transaction, a source is necessarily
coupled by means of a channel to a destination;
the variety of such pass...
CODED ICONIC
MESSAGE
NON-CODED
LINGUISTIC MESSAGE
The myths which suffuse humans’ lives
are insidious because, they seem natural.
They call out for detailed analyses which
...
It’s a
great logo The lion signifies
the power of
Hollywood
For Claude Levi-Strauss, an
anthropological phenomena such as
kinship systems can be studied as
meaningful in their struct...
Claude Levi-Strauss argues who
married whom is bound by
meaningful system of exchange,
possibility and difference which
is...
Semiotic square is the elementary structure
of signification, marking off the oppositional
logic that is at the heart of b...
I abandon traditional anthropology and
traditional linguistics that consider
merely terms. I apply Straussian
semiological...
I amalgamate Saussurean linguistics,
Peircean semiotic triad, Freudian
unconscious, and Straussian
structuralism to advanc...
✦
How can semiotics
help in brand building?
The final section historically
plots the brand-building
voyage of the Muthoot Group,
applying semiotic concepts and
method...
A CASE IN SEMIOSIS OF BRAND BUILDING
✦
In 1887 during the days of
British-colonized India,
Muthoot established a
business supplying rations to
large British-ru...
Though Muthoot’s line of business
evolved in the 128 years, the brand
possessed supreme integrity that
corroborated its fi...
The Muthoot leadership champions the core values of trust through four generations.
Carved out of the semiosic ubiquity, semiotics explicates how Muthoot’s twin-elephant logo
stands as a visual shortcut for...
CONNOTATION
DENOTATION
Connotation is what is implied;
connotative meaning is more
variable, figurative, and subjective.
D...
DENOTATION
Loan/repayment
Operationalizing gold
Perception of ubiquity
Consistent service
PRODUCT
Muthoot rapidly evolved from a
mere adjunct to monetary and credit
policies to an active participant in
the mainstream fin...
Recognizing that consumers prefer
a brick-and-mortar institution with
a wide national presence, Muthoot
rapidly increased ...
DENOTATION
EXPERIENCE
Technology (mobile app, ATM)
Simplicity (speed of transaction)
Security (strong room)
Considering the immense potential of
the gold loan business and its ability to
serve the unbanked population of the
countr...
Muthoot’s IT governance mechanism
encourages a set of behavior that goes
with its vision, mission, and values. It has
stay...
Muthoot fashioned itself as a bank.
The integrity of a bank is its safety.
Muthoot provided a secure
environment to safegu...
CONNOTATION
EXPERIENCE
Generations of trust
Entrepreneurial growth
Sponsoring IPL/ISL
CSR activities
Today, Muthoot for societal good addresses financial inclusion, medical
assistance to the lesser privileged, education for...
Muthoot and Delhi
Daredevils joined
hands together to bat
for the cause of
education of the
lesser privileged
children in ...
Today, Muthoot for societal
good addresses financial
inclusion, medical assistance
to the lesser privileged,
education for...
For Muthoot’s efforts to
integrate India’s
marginalized into the
mainstream and pro bono
activities aimed at causes
of ben...
PRODUCT
CONNOTATION
Realization of personal goals
Customer stories
Jaya Gajawat ran a small boutique in Jaipur,
RJ for many years. Her fashion and design
sense was well appreciated by her c...
In 2015 Muthoot published “One Hundred Tales
of Hope,” entrepreneurial stories of men and
women who realized their long-st...
SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH
OCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH SKOCH
SKOCH SKOCH SKOCH SKOC...
CONNOTATION
DENOTATION
PRODUCT
EXPERIENCE
Realization of personal goals
Customer stories
Generations of trust
Entrepreneur...
Though both denotation
and connotation can both
be used to describe
imagery of form or
function of a brand, they
have diff...
EMOTIONAL
SOCIAL
CULTURAL
FUCTIONAL
To create memorable stories in the
collective nation’s culture, the
augmented definiti...
IS THIS THE WAY CONSUMERS SEE YOUR BRAND?
✦
✦✦✦
✦
✦✦✦
✦
✦✦✦
SEMIOTICS CAN AMPLY HELP.
Sudio
David
Pearl
Illustrations: Pearl Salhotra
Proofreader: David Upright
Production: Dharmesh Samraj
ss@iSudio.com
http://www.iSudio.com
@iSudio
iSudio.tumblr.com
1 (917) 463-3555
SEMIOTICS OF BRAND BUILDING
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SEMIOTICS OF BRAND BUILDING

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This slide deck introduces the audience to semiotics, a discipline of social sciences that extends to structural linguistics to the analyses of verbal, visual, and spatial sign systems. Semiotics exceeds the rhetorical or content analyses of brand meaning as it casts light on cultural codes that structure the phenomenal world into semantic categories that implicates customers in the brand world. Sudio Sudarsan demonstrates the application of semiotics to brand building using a century-old brand, the Muthoot Group.

Publié dans : Marketing, Business
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SEMIOTICS OF BRAND BUILDING

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