CORDIS Project
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This project explores the concept of brands through the lens of semiotics, aiming to define what a brand is and how it influences social experiences. It seeks to develop a new model for brand identity that prioritizes user experience, culminating in a case study of the Peruvian national brand.
This project will demonstrate the significance of semiotics (the study of meaning-making) for science and society by developing a definition and conceptualisation of one of the most emblematic phenomena of Modernity: the brand.
Indeed, although brands are of interest to us all, they remain multifaceted phenomena and defining them proves to be quite a difficult task: they are associated with entities that are not only very different to each other (e.g. an organisation, a product, a logo), but als…
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Peru, Lima
Type: University / higher education
Activity type: Higher or Secondary Education Establishments
SME: No
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