Periodic Reporting for period 1 - BEYONDBRANDS (Beyond Brands, Forms of Life. At the Heart of Marketing, the Experience.)
Okres sprawozdawczy: 2021-08-01 do 2023-07-31
The tour de force of this MSCA project lies in offering a clear and operative definition of the brand for brand and marketing managers, so that they can better grasp what is at stake with the brands they have to manage, and consequently to help them propose more meaningful products to their publics.
In addition to offering a renewed definition of the brand, this project aims to highlight European semiotics from the Greimasian tradition, in particular by showing how its most up-to-date models and theories can help other social sciences to analyse and understand their results from corpus or the field.
What remains to be done are two points: firstly, I need to find a place for the concept of 'product' in order to make this concept operational within the framework of this general reconceptualisation. And secondly, I need to apply this theory to the case study of Marca Perú. Marca Perú is a nation brand with 7 sectorial sub-brands, and when it comes to the question of meaning and marketing strategies, it raises a number of semiotic questions. With the conceptual apparatus I am developing in this project, it will be possible to unveil and question numerous aspects linked to this brand architecture, which will be useful for more general reflections and advances linked with brand strategies.
The book I plan to publish at the end of my postdoctorate will aim to provide this theoretical foundation based on contemporary and accessible semiotics. In the meantime, I'm continuing to publish articles that will make up this book, and I'm planning to take part in several conferences early next year.