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Cultural Meaning Systems and Brands


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Cultural Meaning Systems

How brands can be used as signallingsystems to create and send meaningsof social differentiation?


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Semiotics and brand meanings

The signifier and the signified

The signifier for instance a brand name must acquiremeaning through associations with other pre- existing meaningsuntil it comes to signify some concept or idea.

The signified is a connotative communication, which generatespersonal associations, overtones, and feel, and can be literallyany meaning that can be associated with the signifier, in mostcases through advertising and packaging.

Discuss study of the advertising for beer brands. See Fig 4.1,

4.2. Indexicality

possessions served as physical evidence, indices of a

special relationship with people, places, and events


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Figure 4.1


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Figure 4.2


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Personal meanings

Brand personality: the brand- as- a- person

Brand relationships: the brand- as- a- friend

Exciting Vs sincere

Anxious consumers

Nostalgia a preference towards experiences associated with objects that

were more common when one was younger (Holbrook and

Schindler, 2003)


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Social differentiation and social

integration Consumption practices are involved in processes of

both differentiating between social groups, forexample between classes and genders, and creatingnew social groupings such as brand communities

Social differentiation

Conspicuous consumption and social prestige

Bourdieu (1984) suggests that in contemporary Westernsocieties, where there is much less strict hierarchical division

between social classes and much more equality in terms ofwealth, distinction between social groups is maintainedthrough structures of taste

Gender


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Social differentiation and socialintegration

Social integration

The communication value of brands can be thought of asfundamentally integrative, in that knowledge of consumptioncodes and attendance at consumption events are essential

to being included as part of a social group (Slater, 1997). Brand communities

Neo-tribes

Sub-cultures

Aikido brands


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Identify examples of the four thematic categories of value creation in

online brand communities, outlined below.

1.social networking, which includes welcoming, empathizing with, andgoverning each other;

2.impression management, the creation of favourable impressions of

the brand through evangelising and justification;

3.community engagement, for instance staking, which involves

specifying particular domains of interest within the community;

milestoning, the communication of standout brand experiences like

receipt of a new model or accessory; badging whereby a signifier is

created to commemorate a milestone perhaps a certificate or ranking

within the community; and documenting, sharing the story with others

and constructing a narrative of brand engagement;


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4.brand use, which relates to customizing and enhancing the use

of the brand and includes grooming, consumer drivensuggestions for product care; customizing, the creation of

additional product features and accessories by the community;

and commoditizing, ensuring the availability of customized

resources and advocating for the availability of key resources to

the community from the manufacturer

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