What brand associations are Cover Image

What brand associations are
What brand associations are

Author(s): Torkild Thellefsen, Bent Sørensen
Subject(s): Semiotics / Semiology, Psycholinguistics, Cognitive linguistics, Marketing / Advertising
Published by: Tartu Ülikooli Kirjastus
Keywords: associations; Charles S. Peirce; branding; brands;

Summary/Abstract: The American polyhistor Charles Sanders Peirce stated that association is the only active force in the mind; and since any meaning of a brand is created through countless associations among the brand users, branding seems to be a cognitive vis-à-vis semeiotic process. In literature on brands the concept of association is by no means new; however, if we take a look at some of the leading and dominant brand researchers, their definitions of associations seem to lack academic depth. We hope to contribute to this hitherto missing depth by applying Peirce’s understanding of associations.

  • Issue Year: 43/2015
  • Issue No: 2-3
  • Page Range: 191-206
  • Page Count: 16
  • Language: English