The Intangible Assets of Brand

Moore (2003) writes on the notion exactly what constitutes brand and how brand is created by marketers and perceived by consumers. His article in the journal Language & Communication, entitled “From genericide to viral marketing: on ‘brand,'” attempts to portray brand as “an inherently unstable composite of tangible (e.g. product) and intangible (e.g. brand name) values” (331) and he makes use of a Peircean semiotic framework in order to demonstrate the ways in which this is true.

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Buying into the Brand

The concept of a brand is that some of a company’s value comes not from the usefulness of its products but from all the other qualities that buyers associate with it. Nike is youth, vitality, and sexy energy. By purchasing the brand, customers participate in those qualities. Nokia is elegant and so up-to-the-minute as to be almost futuristic. Ralph Lauren’s Polo brand is languorously aristocratic – at ease, diffident, and in command. Wearing or wielding one of these brands imparts some of the same qualities to the buyer, in others’ eyes or in her own.

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