The course provides students with the theoretical and analytical tools to understand the growing interconnection between a brand’s economic and symbolic value in contemporary markets. It explores the contribution of semiotics to marketing in dialogue with cultural branding, showing how brand positioning, repositioning, and symbolic capital depend on the ways brands operate within systems of values and socio-cultural practices. Particular attention will be devoted to the languages and multimodal forms through which brands construct meaning, shared values, and culturally relevant narratives. The course also examines the increasing role of artificial intelligence in contemporary consumption and branding environments, encouraging students to develop critical and interpretative skills to engage with the transformations AI brings to the relationship between brands, media, and consumers.

Knowledge and understanding: Acquisition of the main theoretical paradigms of semiotics applied to branding, in dialogue with cultural branding. Students will understand how semiotic analysis can be used to interpret consumption phenomena and contemporary branding strategies, including those shaped by artificial intelligence. Applying knowledge and understanding: Students will be able to apply semiotic models and analytical tools to interpret brands, communication strategies, retail environments, and consumption practices across omnichannel contexts. Particular attention will be devoted to critical analysis in evolving AI-mediated communication environments. Making judgements: Students will develop critical thinking skills and the ability to identify and critically evaluate the values, narratives, and rhetorical strategies underlying brand positioning and repositioning, with attention to their cultural, social, and ethical implications. Communication skills: Students will be able to present analyses of branding phenomena clearly and effectively, using appropriate terminology and supporting arguments with textual and visual evidence. Learning skills: Students will develop independent and reflective learning skills, strengthening their ability to connect semiotic theory with contemporary marketing dynamics and to adapt to evolving cultural and technological environments.

Marketing semiotics, meaning-making, brand value, cultural branding, narrativity and storytelling, strategic creativity, AI

ATTENDANT MANDATORY Slides Mandatory Ruiz Collantes FX, Oliva M. "Narrativity approaches to branding". In: Rossolatos G, editor. Handbook of brand semiotics. Kassel: Kassel University Press; 2015, p. 89-150
Mangano D., Marrone G. (2015) Holt, D. B., (2004). How brands become icons: The principles of cultural branding. Harvard business press (Chapters 2, 4, 5,9) Adamo, G. (2025). The Gemini Era: a Semiotic Analysis of Google's Discursive Strategies. Ocula, 26(33). Non Attendant students are required to study the Attendant's program + extra papers, namely: Mangano D., Marrone G. (2015) "Brand language. Methods and models of semiotic analysis" in Rossolatos G., Handbook of brand semiotics, Kassel, Kassel University Press, p. 46-88; Holt, D. B. (2020). “Cultural Innovation. The secret to building breakthrough businesses”. Harvard Business Review Sept./Oct. 2020

Frontal lectures In-class discussions Group activities

Attendant students: Final written exam: 1 open-ended + 3 multiple choice questions on the mandatory program Non-Attendant students: Final written exam: 2 open-ended + 3 multiple choice questions on the mandatory program