Abstract
The seven short comments presented here investigate branding from a pragmatic semeiotic point of view. Comment 1 touches upon the brand in an extreme scholastic realistic point of view. Comment 2 focuses on how the brand becomes represented through its replica. Comment 3 investigates if a threshold of attraction exists, a level beyond which someone becomes attracted to a given brand. Comment 4 touches upon the relation between the object and its representation. Comment 5 investigates the concept “quality branding,” which is the process whereby something becomes endowed with certain qualities. Comment 6 defines the concept quasi-empathy as the basis for self-identification and attraction to a given brand. Comment 7 defines the fundamental sign as the sense of community.
© 2009 by Walter de Gruyter GmbH & Co. KG, D-10785 Berlin
