New Semiotics of the Brand
Definitions, Strategies, and Positionnings (2026)

A book to better understand the meaning of brands and to manage them more effectively. Every day, we experience brands. Yet, brands slip through our fingers due to their abstraction when we try to conceptualize them. This book aims to offer a renewed, clear and easy-to-use definition of the concept of the brand, drawing from recent works in post-Greimassian semiotics, and engaging in a critical and in-depth dialogue with brand management experts such as Aaker and Kapferer. In particular, this book provides the following clarifications: the brand is defined as a service with its own vision; brand experiences are rigorously typologized; the concepts of product, line, and range are clearly differentiated; the notion of market is revisited; brand portfolios benefit from a new method of analysis; and brand strategies are made more relevant.

Part I | Semiotics of the Brand
1. The Brand as a Service with a Very Own Vision
2. Beneath Strategies, Forms of Life
3. This Is Not a Brand
4. Shades of Brands
5. Semiotic Brand Management

Part II | Strategic Semiotics
6. Essentials on Strategic Semiotics
7. The Relevance in Strategic Brand Portfolios
8. To Be or Not to Be a Brand, being Coke Zero
9. The Facets of Marca Perú Nation Brand
10. Strategic Ambition of Visita Lima City Brand