Chapter 15: The Brand as an Economic Value and a Sign: Positioning as an Instrument for Creating Market Distinctions

Abstract

The chapter is dedicated to the brand subject and particularly to the communication function each brand actually has. After the necessary definition the connection between branding and semiotics is set in order to point out that value and signification interact in the contemporary highly competitive markets. A large part of the text concerns the positioning theory and practice accompanied by figures and prominent authors perspectives and comments on the topic

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Л. г. бройнинг. Гормоны счастья. Как приучить мозг вырабатывать серотонин, дофамин, эндорфин и окситоцин.Капысова София - 2019 - Researcher. European Journal of Humanities and Social Sciences 2 (4):133-135.
Пол Фейерабенд и его критика понятия прогресса.А. В Мигла - 2009 - Epistemology and Philosophy of Science 22 (4):212-214.

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