In global consumer culture, brands structure an economy of symbolic exchange that gives value to the meanings consumers attach to the brand name, logo, and product category. Brand meaning is not just a value added to the financial value of goods, but has material impact on financial markets themselves. Strong brands leverage consumer investments in the cultural myths, social networks, and ineffable experiences they associate with marketing signs and rituals. Creating Value: The Theory and Practice of Marketing Semiotic Research is a guide to managing these investments by managing the cultural codes that define value in a market or consumer segment.

The book extends the discussion beyond the basics of semiotics to post-structural debates related to ethnographic performance, multicultural consumer identity, the digitalized consumer, and heterotopic experiences of consumer space. The book invites readers to challenge the current thinking on topics ranging from cultural branding and brand rhetoric to digital media management and service site design. It also emphasizes the role of product category codes and cultural trends in the production of perceived value.

Creating Value explains theory in language that is accessible to academics and students, as well as research practitioners and marketers. By applying semiotics to the everyday world of the marketplace, the book makes sense of the semiotics discipline, which is often mystified by technical jargon and hair-splitting debate in the academic literature. The book also provides practitioners and professors with a practical guide to the methods used in semiotic research across the marketing mix.

在全球消费文化中，品牌构成了一种符号交换经济，赋予消费者对品牌名称、标识和产品类别的意义以价值。品牌意义不仅仅是商品金融价值的增值，而是对金融市场本身产生实质性影响。强势品牌利用消费者对文化神话、社交网络和与营销符号和仪式相关的不可言喻的体验的投资。创造价值：营销符号学研究的理论和实践是通过管理定义市场或消费者细分市场价值的文化准则来管理这些投资的指南。
这本书将讨论范围从符号学的基础扩展到与人种学表现、多元文化消费者身份、数字化消费者和消费者空间的异位体验相关的后结构辩论。这本书邀请读者挑战从文化品牌和品牌修辞到数字媒体管理和服务网站设计等主题的当前思维。它还强调了产品类别代码和文化趋势在感知价值生产中的作用。
创造价值用学术界和学生，以及研究从业者和营销人员都能理解的语言来解释理论。通过将符号学应用于市场的日常世界，这本书使符号学学科变得有意义，这门学科经常被学术文献中的技术术语和令人毛骨悚然的争论弄得困惑不解。这本书还为从业者和教授提供了一个实用的指导方法在符号学研究中使用的营销组合。