Brands

1. Introduction

2. From product to brand: advertising and brands ; naming products ; brands an mental contructs ; signification systems

3. Brand image: the connotative index ; brand-naming strategies ; logos ; product design

4. Brand textuality: textuality ; language devices ; visual devices ; metatextuality

5. The branding of culture: branding strategies ; word association games ; ad campaigns ; poetic logic

6. Brand globalization: global brands ; co-option ; culture jamming

Conclusion.