A note on cognitive branding and the value profile |
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| Authors: | Torkild Thellefsen Bent Sørensen Marcel Danesi |
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| Institution: | 1. Royal School of Library and Information Science, University of Copenhagen, Copenhagen, Denmark;2. Department of Anthropology, University of Toronto, Toronto, ON, Canadathellefsen@gmail.com;4. Department of Anthropology, University of Toronto, Toronto, ON, Canada |
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| Abstract: | The aim of this paper is to present a pragmatic inspired branding method called a value profile, within the theory of cognitive branding. The method is theoretical anchored in Charles S. Peirce's pragmatic theory and can be used to identify the core values of brands and also identify the possible consequences of how these values influence people to purchase products. Moreover, it can be used to analyze the values themselves. |
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| Keywords: | cognitive branding semeiotic value profile pragmaticism |
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