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品牌作为当今社会重要文化体裁,受到众多学科的关照,由于研究的多视角与讨论层面的差异性,得出的品牌理论不一而足。厘清品牌的符号本质,建立一种基于符号学理论的品牌概念架构,或是进行品牌后续研究的基石。名称与标识、企业提供的产品或服务、社会文化意义与价值,三者构成了当今品牌不可或缺的要素,勾勒出皮尔斯关于符号“三位一体”的结构。由于品牌所处阶段不同以及品牌解释项的“无限衍义”性,品牌“三位一体”的符号结构呈现出动态位移特征。
As an important cultural genre in today’s society, the brand is taken care of by many disciplines. Due to the multi-perspectives of the research and the differences in the discussion level, the brand theory comes out in different ways. To clarify the symbolic nature of the brand, to establish a brand concept architecture based on semiotic theory, or the cornerstone of brand follow-up research. Names and logos, products and services provided by enterprises, socio-cultural meanings and values constitute the indispensable element of today’s brand and outline Pierce’s structure of the symbol “Trinity.” Due to the different stages of the brand and the “unlimited derivative” of the brand explanation item, the symbolic structure of the brand “Trinity” presents a dynamic displacement characteristic.