Éléments de sémiotique stratégique. La pertinence dans les portefeuilles de marque

Alain Perusset

doi:10.23925/2763-700X.2024n7.67358

Autores

Alain Perusset Université de Warwick

DOI:

https://doi.org/10.23925/2763-700X.2024n7.67358

Palavras-chave:

marketing, marque, sémiotique, stratégie

Resumo

Os semioticistas interessados no marketing se focalizaram inicialmente na publicidade e a comunicação, e, a partir dos anos 1990, na questão do sentido do consumo e do branding. O marketing já tratava então de arquitetura de marca com modelos como os de D.A. Aaker ou J.-N. Kapferer. Embora as propostas teoricas desses dois especialistas sigam influindo hoje na prática do brand management, elas não bastam para resolver certas ambiguidades e tensões inerentes à elaboração de portfolios estratégicos de marca. Seguindo os principios da semiótica estrutural (A.J. Greimas) e da semântica interpretativa (F. Rastier), o objetivo deste artigo é propor um modo mais pertinente para construir um portfolio de marca. Para sustentar nossas propostas, analisamos o caso da marca suiça Farmer. Essa abordagem conceitual desemboca numa “semiótica estratégica” que oferece um aparelho teórico, metodológico e prático destinado a otimizar as decisões estratégicas no âmbito do brand management.

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