Symbiosis International University Symbiosis School for Liberal Arts

Use of signs and symbols for marketing & branding

 Overview 

Signs & Symbols are part of daily life, giving quick and easy access to information. They make up our communication system, which includes both verbal and non-verbal components. There is considerable evidence that shows that use of signs and symbols enhances spoken language or understanding. Signs and symbols are particularly important in supporting the development of marketing communication program e.g. helping consumers respond, initiate interactions and also provide clues to motivate customers at a subconscious level. Collectively signs & symbols negotiate meaning at a deeper level and create a brand engram to which consumer seem to be connecting. Symbolic communication ties consumer needs, wants, and behaviors to the form of brand communication in advertising.

 Course Objectives 

  • Understand how consumer attitudes and behavior impact formation & interpretation signs & symbols
  • Interpret and predict how marketing and advertising programmes can best meet the needs of consumers by improving communication with the end user.
  • Create a holistic and harmonious approach to determining how various sensory and emotional stimuli of a brand interact before rolling the marketing communication programs by employing and relating the fundamentals of the course to practical research.

 Teaching Methodology 

  • Classroom teaching with Audio Visual teaching aids
  • Practical sessions
  • Self-study material
  • Project 

 Pre-Requisites 

Introduction to Marketing, Branding & Advertising

 Course Outline 

S.No. Topic Hours

1.

·       Introduction
·       What is meant by ‘symbol’ or ‘sign’?
·       How does the human mind understand signs and symbols? 

6

2.

·       Theories- An Overview
·       Why are signs & symbols increasing important today?
·       Symbols and signs in Communication 

6

3

How Symbols & Signs can be used to impact consumer behavior

6

4

Persuasion & Perception

6

5

Role of culture in developing  Signs & Symbols
 

6

6

Application : Creating brand names & Logos

4

7.

Application : Brand Communication

4

8.

Application : Media Selection 

4

9

Practical Sessions  in analyzing various campaigns / messaging with regard to  use of signs & symbols  

4

10

Assignment & evaluation

4