Brand

Is a semiotic system—a complex set of cultural meanings. As an economic and social construct, a brand encompasses a broad spectrum of characteristics tied to a company and its offerings. To truly resonate and become embedded in the lives of individuals, a brand must navigate cultural filters such as archetypes, myths, and beliefs. A distinct brand can greatly influence customer loyalty and provide a competitive edge for a company, thereby establishing itself as a crucial intangible asset for any business.