Brand Equity Planning with Structuralist Rhetorical Semiotics: A Conceptual Framework

Authors

George Rossolatos, University of Kassel

Abstract

This paper furnishes a structuralist rhetorical semiotic conceptual framework for brand equity planning. The main source of brand equity that is employed for exemplification purposes is the advertising filmic text. The conceptual framework assumes as its general blueprint Greimas’s generativist model of the trajectory of signification. Structuralist operations and operations of rhetorical transformation are posited as the basis for the generation of superior brand associations. The conceptual model put forward challenges the Greimasian assumption that a depth semantic structure is reducible to a binarist rationale, while adopting a connectionist approach in the form of associative networks. At the same time, the proposed framework deviates from the application of conceptual graphs in textual semiotics, while portraying in the form of associative networks how the three strata of a brand’s trajectory of signification interact with view to generating brand associations.

Keywords

Structuralism, Connectionism, Rhetorical Semiotics, Brand Equity, Brand Associations

Publication Date

11-11-2013

Creative Commons License

This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 4.0 International License.

DOI

10.46743/2160-3715/2013.1444

Recommended APA Citation

Rossolatos, G. (2013). Brand Equity Planning with Structuralist Rhetorical Semiotics: A Conceptual Framework. The Qualitative Report, 18(45), 1-20. https://doi.org/10.46743/2160-3715/2013.1444