Project description
How do brands make sense?
Semiotics studies how we produce meaning in our daily interactions with people, objects, media and places. The EU-funded BEYONDBRANDS project aims to demonstrate the significance of semiotics for social sciences and management by developing a definition and conceptualisation of one of the most emblematic phenomena of (post-)modernity: the brand. This involves determining how brands physically come into existence and what they bring, in turn, to the experience of the individuals who contribute to their rise. To illustrate this research, a case study based on the Peruvian nation brand Marca Perú will be carried out. This project will contribute to the development of European semiotics in other continents and non-academic sectors.
Fields of science
Programme(s)
Funding Scheme
MSCA-IF-GF - Global Fellowships
Coordinator
CV4 8UW Coventry
United Kingdom
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Partners (1)
Partner organisations contribute to the implementation of the action, but do not sign the Grant Agreement.
15088 Lima
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