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http://www.amazon.
com/dp/148184315X

2. Title: Brand equity planning with
structuralist rhetorical semiotics Vol.I
ISBN: 978-1481843157
Author: George Rossolatos
Release date: 2012
Pages: 260
Available at Amazon:
http://www.amazon.com/dp/148184315X

3. Publication objectives:
This book seeks to outline a structuralist rhetorical semiotic approach to brand equity planning,
with view to addressing how advertising textual expressive elements may be selected, how they
may be transformed into brand elements and how brand elements may be transformed into
brand associations as sources of sustainable brand equity. The focus lies in demonstrating the
usefulness of structuralist rhetorical semiotics in the construction and ongoing management of
brand associations as outcomes of sustainable brand equity. This research culminates in a
rhetorical semiotic brand equity conceptual model.
A brand equity structure consists of a web of associations that must be foreseen and planned
from the very first phase of brand encoding. Managing brand equity is indistinguishable from
managing the “transformational grammar” that conjoins advertising expressive elements with
brand associations, with the aid of structuralist semiotic operations and operations of
rhetorical transformation. This brand grammar is propounded against the backdrop of the
Greimasian generative trajectory of signification and enriched in the light of visual semiotics,
film semiotics, multimodal discourse, film theory, branding theory and psychoanalysis. This book
puts forward the model of the brand trajectory of signification as a platform for planning and
actively managing sources and outcomes of brand equity. Furthermore, the binarist rationale
that undergirds the time-hallowed semiotic square is challenged in the light of connectionist
advances. The morphology and syntax of the levels of the brand trajectory are addressed on
multiple dimensions, such as general and local textual norms, intra-brand/inter-brand, intra-
filmic/inter-filmic, diachronic/synchronic. The management of brand textual coherence and
consistency in the context of the brand generative trajectory furnishes a dynamic mapping
outlook to the interplay between a brand’s idiolect and a product category’s sociolect.

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