Advances in Brand Semiotics & Discourse Analysis

George Rossolatos (Ed.)

by John A. Bateman (University of Bremen, Germany), Cinzia Bianchi (University of Modena and Reggio Emilia, Italy), Ruggero Ragonese (University of Modena and Reggio Emilia, Italy), Mercè Oliva (University Pompeu Fabra, Barcelona, Spain), Francesc Xavier Ruiz Collantes (University Pompeu Fabra, Barcelona, Spain), Susanne Friese (Qeludra B.V., Rotterdam, The Netherlands), George Rossolatos, Franco Zappettini (Liverpool University), Dimitris Serafis (Università della Svizzera italiana, Switzerland), Kay L. O’Halloran (Liverpool University), Minhao Jin (University of Liverpool, UK), Francesco Mangiapane (University of Palermo, Italy), Davide Puca (University of Palermo, Italy), Evinç Doğan (Boğaziçi University, Istanbul, Turkey)

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A volume of high-level interdisciplinary scholarship, which provides an original collection of conceptual and methodological chapters that showcase discourse analytic and semiotic perspectives in branding research.

Prof. Dr. David Machin
Professor of Linguistics at the Institute of Corpus Studies and Applications, Shanghai International Studies University, China
Co-editor of the peer-reviewed Taylor & Francis journal 'Social Semiotics'

In the last decade, George Rossolatos has not only been one of the most active researchers in the field of brand analysis from a semiotic perspective, but he has also been an active player in the creation of international exchange networks. “Advances in Brand Semiotics and Discourse Analysis” is a polyphonic volume that integrates a spectrum of brand studies from semiotic and discourse analytic perspectives that promotes inter-disciplinary dialogue. The book also works as an up-to-date map of branding research that, even if focused on meaning production and interpretation processes, expresses a spirit of “interdisciplinary cross-fertilization” that goes beyond traditional semio-discursive perspectives. “Advances in Brand Semiotics and Discourse Analysis” will interest communication and marketing researchers, but also undergraduate and postgraduate students who will find excellent analysis and theoretical contributions in its pages.

Prof. Dr. Carlos Alberto Scolari
Professor, Department of Communication
Universitat Pompeu Fabra, Barcelona, Spain

This is the go-to resource for brand semiotics and discourse analysis. Stimulating, covering a broad range of topics and approaches, this collection is intellectually forward.

Prof. Dr. Gwen Bouvier, Institute of Corpus Studies and Applications, Shanghai International Studies University, China

In this volume, George Rossolatos proves once again his unique vision as a major figure in the field of brand semiotics, a frontier in the application of general semiotics. This volume brings together brand semiotics and discourse analysis in an intriguing way that foregrounds storytelling, effectively contributing to our understanding of what semiotics can do for brands. The scholarship of this volume is outstanding, with a refreshing dual approach to brand semiotics compared to the mainstream. This volume will prove to be highly useful for scholars, students and practitioners in analyzing and designing brands.

Dr. Hongbing Yu, Assistant Professor, Toronto Metropolitan University, and Managing Editor of Chinese Semiotic Studies

This volume addresses some of the most important conceptual, methodological, and empirical challenges and opportunities with which the sister disciplines of semiotics and discourse analysis are mutually confronted in the context of considering new avenues of cross-disciplinary application to distinctive branding research streams. In continuation of the collective volume 'Handbook of Brand Semiotics' (Kassel University Press, 2015), which sought to consolidate relevant scholarship and to identify the main territories that have been established at the cross-roads between branding and semiotic research, the current 'Advances in Brand Semiotics & Discourse Analysis' aims at accomplishing further strides in critical areas, such as the exigency for reconsidering the aptness of existing semiotic theories in the face of the radically shifting co-creative landscape of digital branding, the benefits of systematically micro-analyzing brand communities’ discourses by drawing on CAQDAS programs, the combination of big data analytics with discourse theory in corpus analysis, and the epistemological issues that emerge while combining discourse analysis with time-hallowed marketing qualitative and quantitative research methods. At the same time, the volume hosts a resourceful blend of empirical studies and novel conceptual frameworks in burgeoning streams, such as place, heritage, culinary, personal, and political branding.

List of figures
List of tables
George Rossolatos
International Journal of Marketing Semiotics & Discourse Studies

Chapter 1 Methodological challenges in the empirical application of semiotically informed multimodality theory to branding research
John A. Bateman
University of Bremen, Germany

Chapter 2 Accounting semiotically for new forms of textuality and narrativity in digital brand storytelling
Cinzia Bianchi & Ruggero Ragonese
University of Modena and Reggio Emilia, Italy

Chapter 3 Narrativity approaches to branding
F. Xavier Ruiz Collantes and Mercè Oliva
University Pompeu Fabra, Barcelona, Spain

Chapter 4 How QDAS (Qualitative Data Analysis Software) can support the analysis of social media brand communities and consumer engagement
Susanne Friese
Qeludra B. V., Rotterdam, The Netherlands

Chapter 5 There is light at the end of the engagement funnel: a discourse analytic account of brand co-destruction in social media brand communities
George Rossolatos
International Journal of Marketing Semiotics & Discourse Studies

Chapter 6 Branding Brexit: a big data textual approach
Franco Zappettini and Kay L. O’Halloran
Liverpool University, UK
Dimitris Serafis
Università della Svizzera italiana, Switzerland
Minhao Jin
University of Liverpool, UK

Chapter 7 The intimate relationship between food and place branding: a cultural semiotic approach
Francesco Mangiapane and Davide Puca
University of Palermo, Italy

Chapter 8 Branding industrial heritage in the wake of the cultural turn: the case of Santralistanbul
Evinç Doğan
Boğaziçi University, Istanbul, Turkey


George Rossolatos (MSc, MBA, PhD) is an academic researcher, marketing practitioner, and editor of the 'International Journal of Marketing Semiotics & Discourse Studies' (Department of English, Kassel University, Germany). Major publications include 'Interdiscursive Readings in Cultural Consumer Research' (2018), 'Handbook of Brand Semiotics' (2015; editor and co-author), 'Semiotics of Popular Culture' (2015), 'Brand Equity Planning with Structuralist Rhetorical Semiotics' (2014), '//rhetor.dixit//: Understanding ad texts’ rhetorical structure for differential figurative advantage' (2013), 'Applying Structuralist Semiotics to Brand Image Research' (2012), 'Interactive Advertising: Dynamic Communication in the Information Age' (2002; editor and co-author), plus numerous articles in trade and academic journals. His research interests focus on cultural consumer research/popular culture, branding/advertising, and digital marketing.

Discourse analysis, brand semiotics, branding, digital branding, brand heritage, culinary branding, political branding, personal branding, corpus analysis, mixed methods, epistemology, interdisciplinarity

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Bibliographic Information

Book Title

Advances in Brand Semiotics & Discourse Analysis





Number of pages


Physical size

236mm x 160mm


66 B&W

Publication date

March 2023