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Beyond Brands, Forms of Life. At the Heart of Marketing, the Experience.

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

Coordinator

THE UNIVERSITY OF WARWICK
Net EU contribution
€ 249 597,12
Address
Kirby Corner Road - University House
CV4 8UW Coventry
United Kingdom

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Region
West Midlands (England) West Midlands Coventry
Activity type
Higher or Secondary Education Establishments
Other funding
€ 249 597,12

Partners (1)

Partner

Partner organisations contribute to the implementation of the action, but do not sign the Grant Agreement.

PONTIFICIA UNIVERSIDAD CATOLICA DEL PERU
Peru
Net EU contribution
€ 0,00
Address
Avenida Universitaria 1801 San Miguel
15088 Lima

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Activity type
Higher or Secondary Education Establishments
Other funding
€ 0,00