Abstract
The article discusses semiotics and argues that it is widely misunderstood by researchers, because it lacks a convincing means of assuring quality and guarantees of consistent performance. Industry standards need to be created for semiotics. In the short term this could be done by creating a benchmarking system: a ‘semiotic value index, or SVI for short: ‘Semiotic’ because it attempts to measure units of symbolic investment; ‘value’ because it would quantify this figure; ‘index’ both because this has resonances of a reference system and gives the means to compare and contrast brands and track them over time. Successful examples of this approach in other areas are reviewed. A process for achieving SVI is proposed: a committee of practitioners to decide criteria and how to gather them, next a step-by-step formulaic calculation. The Interbrand model of brand valuation shows how this could work in practice.
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