6. Semiotic analysis of the communication mix to know deeply the own identity and personality in a competitive scenario Communication codes effectiveness evaluation (websites, advertising, packaging, naming, brand logo...) & creativity Semiotics for the brand BRAND IDENTITY & BRAND POSITIONING IN A COMPETITIVE SCENARIO To find a more relevant positioning (New Product Development) To create sexy, effective and incisive communication issues To understand the own strenghts and weakness and those of competitors (Semiotic Swot Analysis) To create a fitting, strong and distinctive brand core message