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1、AnalysisofthesemioticperspectiveofbrandanalysisPapertowritenetwork:Abstract:Brandperformanceofavisualsymbolorsymbolgroup,canandshouldbeincorporatedintothevisionofsemioticresearch,atpresent,fromasemioticperspectiveofthebrandisstillarelativelynewresearchtopicfromtheperspectiveofsemiotics,thesignPie
2、rcetheorybasedontheconceptofbrandanalysis,basedonPeirce’ssemiotictheoryofthewholeconceptofabrandbrandoffersamoreclearidea.Keywords:brand,symbol,Saussure’ssemiotics,PeircesemioticsFirst,oftheproblemAlthoughtheacademicstudyofthebrandhasbeenquitethoroughly,butthebrandseemstostillbecoveredwiththeveil
3、ofmystery,makesitdifficulttodistinguishtrue.Domesticandforeignscholarsontheexpressionofthebrandtherearemany,fromwhichsumupthebrandcloselyassociatedwiththewordthereis:nameorlogotoidentify,distinguish,11symbol,image,personality,cognition,commitment,communication,experience,relationships,joins,carri
4、er,system,etc.,thebrandisrichincontentisevident.NowonderpeoplesaythebrandisliketheMonaLisaSmile,everyonecanfeelitmoreorlessattractivebutdifficulttoexpressitclearly,itisinevitabletosomeextentthebrandbuildersandmanagerstobringconfusion.brandvisuallyperformanceofasymbolorgroupofsymbols,symbolscanand
5、shouldbeincludedinthestudyofperspectiveonthis,thispaperattemptstolearnfromasymbolicperspective,toPiercesemioticstoanalyzethebasisofthebrand,andtryLookingbackonthisunderstandingtrajectoryforthebrandbuildingandmanagementtoprovidesomevaluabletheoreticalbasis.Second,PiercesemioticsofbrandanalysisSymb
6、olinhumanlifeeverywhere,itisthroughhumansymbolicabilitytounderstandtheworldandthemselves,relyingontheroleofsymbols,thehumancanbereachedtoachieveknowledgetransferandinteraction.SemioticscanbetracedbacktheoriginofancientGreekandRomantimes,modernsemioticsasanindependent11branchoftheformationintheear
7、ly20thcentury,thisdisciplineoriginatedtwosources:First,linguistics,onelogicoftheformerrepresentativeoftheSwissBachelorSaussure,thelatterrepresentativeoftheU.S.scholarPierce.Pierceonthebroaderinterpretationofthesymbolsy
