Most theories in brand management, evolved from 20th century economics, rely on a convenient assumption of how consumers should make purchase decisions. In contradistinction, this paper demonstrates a semiological tradition in the context of brand management using a 128- year-old brand, Muthoot Group, to expound upon the ways consumers prevalently perceive brands, which then drive their purchase decisions. Just as in marketing, where the focus changed from “economic exchange” to “social exchange,” in brand management the focus needs to change from “symbols” to the way people use semiotic resources to produce both communicative artifacts and events to interpret them, which is also a form of semiotic production. Since social semiotics is not a self-contained eld, the chapter historically plots the brand-building voyage of Muthoot Group, applying semiotic concepts and methods to establish a model of the brand and extend the scientific understanding of differentiation, loyalty, and advocacy. Purchase paper Here..


Marketing, born out of industrial organization economics, has borrowed myriad concepts and frameworks from neoclassical economics since its inception, as much as it has acquired theories and methods from psychology and sociology. The theories in marketing depend heavily on these disciplines and their relevance in decoding the “consumer” who occupies the center point of all marketing thoughts has only increased over the years. This paper contends that cultural anthropological theories and practices have more sincere and serious implications in the pursuit of unmasking consumer's desires, wants, and needs that marketers ought to pay more attention. Distilling various motifs of twentieth-century anthropological thought, the author argues how culture is paramount in reflecting the realities of consumption. Purchase paper Here..