Abstract:
This article presents the brand management process based on the Peircean principles
of Semiotics, for sign analysis. Based on the application of semiotics for brand
management, it is argued that consumers are able to receive a brand that allows the
appropriation of information that leads them to build knowledge and, therefore, make
purchasing decisions. Bibliographical survey and theoretical discussion were
employed as the research method. Results reveal that the application of semiotics
theory reduces the differences between the brand identity communicated by the
organization and the brand image perceived by customers or consumers. As this study
is theoretical, neither direct description of empirical object nor an experimental
process being offered may be a limitation.
