This book seeks to outline a structuralist rhetorical semiotic approach to brand equity planning, with view to addressing a crucial gap in the existing consumer research and semiotic literature (and marketing/advertising practice alike), concerning how advertising textual expressive elements may be selected, how they may be transformed into brand elements and how brand elements may be transformed into brand associations as sources of sustainable brand equity. The focus lies in demonstrating the usefulness of structuralist rhetorical semiotics in the construction and ongoing management of brand associations as outcomes of sustainable brand equity. The culminating point of the research at hand consists in a rhetorical semiotic brand equity conceptual model, which will be complemented by a second volume, comprising a step-wise methodology for operationalizing the conceptual framework that is put forward in this book.
George Rossolatos is an academic researcher in the field of marketing semiotics and marketing practitioner. He is the founder of //disruptiVesemiOtics// agency and the International Journal of Marketing Semiotics, with experience in advertising (JWT), marketing research (Research International/Millward Brown) and brand management (Colgate-Palmolive, Nestle, Weetabix, Cosmote). He holds a BA (Hons) in Philosophy from the University of Essex, an MSc in Marketing from Manchester Business School, during which he coined the model of Consumer Psychoanalysis and an MBA from Strathclyde Business School, including research in the field of brand equity. He also conducted part-time PhD research in the field of Brand Equity and Integrated Marketing Communications at Manchester Business School. Major publications include Interactive Advertising: Dynamic Communication in the Information Era, Applying Structuralist Semiotics to Brand Image Research, Towards a semiotics of brand equity: Brand coherence and communicative consistency through structuralist operations and rhetorical transformations, translation of Financial Times Publications Mastering Marketing. His research interests rest with effecting inter-textual cross-fertilizations between marketing and semiotics discourses with an applicable managerial orientation, also informed by disciplines such as accounting and finance, branding, advertising effectiveness, consumer behavior, phenomenology, deconstruction, psychoanalysis, anthropology, communication theory, cultural studies.