New book: Brand Equity Planning with Structuralist Rhetorical Semiotics, George Rossolatos

press release george rossolatos brand equity planning with structuralist rhetorical semiotics

Brand Equity Planning with Structuralist Rhetorical Semiotics

ISBN: 978-3-86219-706-4 (print)
978-3-86219-707-1 (e-book)
Author: George Rossolatos
Release date: February 2014
Pages: 895
Publisher: Kassel University Press

Available for preview and purchase @

Publication objectives
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
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 scope of this project is interdisciplinary,
spanning research areas such as brand equity, structuralist semiotics, textual
semiotics, visual and film semiotics, multimodal rhetoric, film theory, psychoanalysis. The
proposed connectionist conceptual model of the brand trajectory of signification is operationalized
through a methodological framework that encompasses a structuralist semiotic interpretative
approach to the textual formation of brand equity, supported by quantitative content analysis with
the aid of the software Atlas.ti and the application of multivariate mapping techniques.

About the author
George Rossolatos is an academic researcher and marketing practitioner, with
experience in advertising, marketing research and brand management. He holds a BA
(Hons) in Philosophy (University of Essex), an MSc in Marketing (Manchester Business
School), an MBA (Strathclyde Business School) and a PhD in Marketing Semiotics
(University of Kassel). He is the founder of the semiotics consulting agency
//disruptiVesemiOtics// and editor of the International Journal of Marketing Semiotics
( His research interests rest with effecting inter-textual
cross-fertilizations between marketing, rhetoric and semiotics, also informed by
disciplines such as phenomenology, psychoanalysis, cultural studies.

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