Leggere la marca per comunicare valore

Translated title of the contribution: [Autom. eng. transl.] Read the brand to communicate value

Simonetta Buffo

Research output: Book/ReportBook


[Autom. eng. transl.] Only with a correct reading of the brand and of the competitors can an effective communication strategy be formulated, planned and controlled over the years. It is therefore necessary to have an easy-to-use tool available, which can be applied to reading advertising in all its forms (Advertising, Below the Line and New Media). The volume project was born from this need. The author proposes a new model of reading and positioning of the brand, which can be useful to students, advertisers, men and women of communication. It is a tool that, based on socio-semiotic theories, translates, with extreme simplicity, the values of the brand. An easy to use but complete tool that allows you to identify the identity of a brand.
Translated title of the contribution[Autom. eng. transl.] Read the brand to communicate value
Original languageItalian
PublisherFranco Angeli
Number of pages171
ISBN (Print)978-88-464-8580-9
Publication statusPublished - 2007


  • Brand value
  • Valore di marca
  • positioning
  • posizionamento valoriale


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