Negotiation the Meaning of Brands

TY - JOUR

T1 - Negotiation the Meaning of Brands

AU - Thellefsen, Torkild Leo

AU - Sørensen, Bent

PY - 2013/9

Y1 - 2013/9

N2 - How does a brand become meaningful, and how does certain lifestyle values become integrated into a brand so that the brand appears like a trustworthy statement? The paper investigates the ongoing negotiation processes between brand maker and brand users as a key to understand how brands become meaningful. The result of the negotiation processes is the creation of a common consent of meaning, which the brand rests upon. This implies that a brand can only be meaningful if the brand maker and brand users can create this brand habit.

AB - How does a brand become meaningful, and how does certain lifestyle values become integrated into a brand so that the brand appears like a trustworthy statement? The paper investigates the ongoing negotiation processes between brand maker and brand users as a key to understand how brands become meaningful. The result of the negotiation processes is the creation of a common consent of meaning, which the brand rests upon. This implies that a brand can only be meaningful if the brand maker and brand users can create this brand habit.

KW - Faculty of Humanities

KW - semiotics

KW - brands

KW - branding

KW - Charles Sanders Peirce

U2 - 10.1080/10350330.2013.799004

DO - 10.1080/10350330.2013.799004

M3 - Journal article

SN - 1035-0330

VL - 23

SP - 477

EP - 489

JO - Social Semiotics

JF - Social Semiotics

IS - 4

ER -