Brand Equity Planning with Structuralist Rhetorical Semio...
Rossolatos, George![Brand Equity Planning with Structuralist Rhetorical Semiotics](https://support.digitalhusky.com/media/annotations/sorted/455/45522202/CHSBZCOP0345522202.jpg)
Brand Equity Planning with Structuralist Rhetorical Semiotics furnishes an innovative conceptual model and methodology for brand equity planning, with view to addressing a crucial gap in the existing marketing and semiotic literatures concerning how advertising multimodal textual elements may be transformed into brand associations, with an emphasis on rhetorical relata as modes of connectivity between a brand¿s surface and depth grammar. The s...