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Brand Equity Planning with Structuralist Rhetorical Semiotics

Kassel: Kassel University Press (2014)

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  1. A brand storytelling approach to Covid-19’s terrorealization: Cartographing the narrative space of a global pandemic.George Rossolatos - 2020 - Journal of Destination Marketing and Management 18 (Dec):1-10.
    This paper offers a brand storytelling, that is a narratological account of Covid-19 pandemic’s emergence phase. By adopting a fictional ontological standpoint, the virus’ deploying media story-world is identified with a process of narrative spacing. Subsequently, the brand’s personality is analyzed as a narrative place brand. The narrative model that is put forward aims at outlining the main episodes that make up the virus’ brand personality as process and structural components (actors, settings, actions, relationships). A series of deep or ontological (...)
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  • A methodological framework for projecting brand equity: Putting back the imaginary into brand knowledge structures.George Rossolatos - 2014 - Sign Systems Studies 42 (1):98-136.
    The aim of this paper is to outline a methodological framework for brand equity planning with structuralist rhetorical semiotics. By drawing on the connectionistconceptual model of the brand generative trajectory of signification it will be displayed in a stepwise fashion how a set of nuclear semes and classemes or anintended semic structure that underlies manifest discursive structures may be projected by its internal stakeholders with view to attaining differential brand associations. The suggested methodological framework focuses on the strength and uniqueness (...)
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