The importance of semiotics applied in brand retail

Authors

  • Flávia Cristina Martins Mendes

DOI:

https://doi.org/10.11606/issn.1984-5057.v3i2p153-166

Keywords:

semiotics, retail, brand, recycling

Abstract

The article highlights the importance of applying Peirce's semiotics to understand the corporate brand of two retail companies. It was used as a theoretical Lucia Santaella on semiotics, the concepts of brand of Clotilde Perez and Kevin Keller and the concepts of triangle brand of Paul Lancaster and Ana Corte-Real. The focus is to understand the concepts of Peircean semiotics in the triangle trademark review program to recycle waste through sustainability reporting.

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Author Biography

  • Flávia Cristina Martins Mendes
    Mestranda em Ciências da Comunicação da ECA – USP e especialista em Comunicação Empresarial/Relações Públicas pela Faculdade Cásper Líbero, oito anos de experiência profissional na área de comunicação institucional e marketing.

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Published

2011-12-10

Issue

Vol. 3 No. 2 (2011): Signos do Consumo: Jovem Maturidade?

Section

ARTICLES

License

Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons BY-NC-SA License.

Licença Creative Commons

 

How to Cite

MENDES, Flávia Cristina Martins. The importance of semiotics applied in brand retail. Signos do Consumo, [S. l.], v. 3, n. 2, p. 153–166, 2011. DOI: 10.11606/issn.1984-5057.v3i2p153-166. Disponível em: https://revistas.usp.br/signosdoconsumo/article/view/41808.. Acesso em: 14 mar. 2025.