Branding
Representation, Communication, and Simulation
Abstrak
Brands are signifiers that refer to objects, namely products, persons, companies, organizations, countries, places, communities, individuals, and others. As a signifier, a brand represents an object as well as a signified by a specific meaning or concept. On the other hand, brands are messages, media, and 'actors' that play an essential role in communication. However, with the flood of communication today, a brand has developed into a sign of hyperreality. The actual objects have been replaced by signifiers that manifest as fictitious objects. Thus, branding is an unended representation, communication, and simulation process.
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Referensi
Arvidsson, A. (2006). Brands: Meaning and Value in Media Culture. Routledge
Baudrillard, J. (2012). The Precession of Simulacra. In M.G. Durham & D. M. Kellner (Eds), Media and Cultural Studies: Keyworks, 388-406. Wiley
Baudrillard, J. (2019). For a Critique of the Political Economy of the Sign. Verso
Berger, A. A. (2010). The Objects of Affection: Semiotics and Consumer Culture. Palgrave
Hall, S. (2013). The Work of Representation. In S. Hall, J. Evans, and S. Nixon (eds), Representation: Cultural Representations and Signifying Practices, 1–56. Sage.
Lury, C. (2004). Brands: The Logos of the Global Economy. Routledge
Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson
Kellner, D. (2003). Media Spectacle. Routledge
Komberger, M. (2010). Brand Society: How Brands Transform Management and Lifestyle. Cambridge University Press
Schroeder, J, E., & Salzer-Mörling, M. (eds.) (2006). Brand Culture. Routledge
Wijaya, B. S. (2013). How ‘Deep’ is Your Brand? The Hierarchical Effects Model of Emotional Branding. Journal Communication Spectrum, 3(2), 158-169. https://doi.org/10.36782/jcs.v3i2.1974
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