Semiotics has been making progressively inroads into marketing research over the past thirty years. Despite  the  amply  demonstrated  conceptual  appeal  and  empirical pertinence of semiotic perspectives in various marketing research streams, spanning consumer research, brand communications, branding and consumer cultural studies, there  has  been  a  marked  deficit  in  terms  of  consolidating  semiotic  brand-related research  under  a  coherent  disciplinary  umbrella  with  identifiable  boundaries  and research agenda.

The Handbook of Brand Semiotics furnishes a compass for the perplexed, a set of anchors for the inquisitive and a solid corpus for scholars, while highlighting the conceptual richness and methodological diversity of semiotic perspectives.

Written by a team of expert scholars in various semiotics and branding related fields, such as John A. Bateman, David Machin, Xavier  Ruiz  Collantes,  Kay  L.  O’Halloran, Dario  Mangano, George    Rossolatos,   Merce   Oliva, Per    Ledin,  Gianfranco Marrone, Francesco  Mangiapane,  Jennie  Mazur,  Carlos  Scolari, Ilaria Ventura, and edited by George Rossolatos, Chief Editor of the International Journal of Marketing Semiotics, the Handbook is intended as a point of reference for researchers who wish to enter the ‘House of Brand Semiotics’ and explore its marvels.

The Handbook of Brand Semiotics, actively geared towards an inter-disciplinary dialogue    between    perspectives    from    marketing    and semiotics,  features  the  state-of-the-art, but also offers directions for future research in key streams, such as:

Analyzing and designing brand language across media

Brand image, brand symbols, brand icons vs. iconicity

The contribution of semiotics to transmedia storytelling 

Narrativity and rhetorical approaches to branding

Semiotic roadmap for designing brand identity  

Semiotic roadmap for designing logos and packaging   

Comparative   readings  of   structuralist,  Peircean  and sociosemiotic   approaches to brandcomms   

Sociosemiotic accounts of building brand identity online   

Multimodality and Multimodal critical discourse analysis  

Challenging  the  omnipotence  of  cognitivism  in  brand- related research  

 Semiotics and (inter)cultural branding

 Brand equity semiotics