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| Author: | Moore, R.E. |
| Title: | From genericide to viral marketing: on 'brand' |
| Journal: | Language & Communication
2003 : JUL/OCT, VOL. 23:3-4, p. 331-357 |
| Index terms: | Marketing Brands Corporate culture Information technology Internet |
| Freeterms: | Semiotics |
| Language: | eng |
| Abstract: | The contemporary phenomenon of 'brand' is addressed within a Peircean semiotic framework, showing 'brand' to be an inherently unstable composite of tangible (e.g. product) and intangible (e.g. brand name) values. The professional literature of brand strategy is drawn upon for definitions, and branding work in an Internet-focused 'New Economy' consultancy is described. Three phenomena of branding genericide, ingredient branding, and so-called 'viral marketing' - reveal the vulnerabilities of brands, and show that it is not only material things, but events, experiences, and acts of communication that can be 'branded'. |
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