符号学视角下的品牌构建与推广

从符号学理论出发，提出品牌是一种传播符号的观点。立足于符号三角尝试建立由产品／服务、名称／标志、企业表达／顾客认知三要素构成的品牌符号三角，并在此基础上探讨品牌符号的构建和推广。首先，必须要在重视产品本身质量的基础上，建立起品牌符号的能指和所指关系、符号和产品的表征关系、符号和意义的意指关系；其次，重视产品命名，利用产品的名称和标志，使产品符号化，完成符号认知和沟通的编码和解码环节；最后，运用各种营销手段来塑造品牌，赋予品牌更多的精神内涵，增加受众对品牌的认知度，帮助其建立起独特、强烈的品牌联想，完成品牌的推广和传播。

Study of Brand Construction and Communication from Semiology

This paper put forward a point that brand is a communication sign under the view of semiol-ogy.Based on the sign-triangle theory,this paper attempted to establish the triangle brand sign which was composed of three elements:product/service,name /logo,enterprise express/customer cognition, and further discussed the construction and communication of brand sign.Firstly,we must treat the quality of the product itself seriously,and then establish signifier and the signified relation of brand sign.Hence the representing relationship of sign and product and implied relationship of sign and meaning should also be constructed;Secondly,we must attach great importance to the naming process of product name,using the product’s name and logo to symbolize the products which will then com-plete sign’s encoding and decoding process of sign’s cognition and communication;At last,we should use various marketing tools to shape the brand and increase the audience’s brand awareness, which will help them establish an unique and strong brand association and brand promotion.