Defining a new semiotic positioning for gold in India

Abstract

Semiotics compliments marketing by giving brands different ways of communicating with their consumers through codes embedded in various attributes of the brand like colour, shape of product, advertisements, etc. It gives us a holistic view of the brand, as a link can be established between various brand attributes through semiotics. It broadens our horizon and gives us a 360-degree overview of a brand, which helps us look at a particular brand with a different perspective altogether. Going forward, we hope our learnings through this project will help us in meaningful application of semiotic methods in our future projects and roles.