Semiótica da marca: análise da marca contemporânea como fenômeno de linguagem

Abstract

The upcoming article's objective is to start a theoretical and methodological investigation, on a semiotic basis, in order to examine the modern concept of brand as language, analyzing its referential power from the industrial to the
contemporary era. The challenge of examining the concept of brand as a communicative phenomenon, result of a multiplicity of languages that constitute it as a complex sign, demand the application of a conceptual instrument capable of understanding it thoroughly. I have chosen to work with the peircean semiotic, as both theoretical ground and analytical tool for the comprehension of the brand as a sign.