‘ Brands. Representation, virtualization, and a better life and better business practice.’ On October 14, 2011, a panel discussion on the role of the brands takes place within the framework of the 13th internal national Congress of the Deutsche Gesellschaft fur Semiotik in Potsdam at the present time. As brands, what makes brands and what impact they have on our lives? Questions that extend far beyond an academic debate, touching a four-toe, year-old schoolgirl who don’t really know what label at their new school is announced, as well as their teacher, who tries desperately to teach his students as the current promotional prices for Ed Hardy T-Shirts other values. Not only consumer goods manufacturers, advertising agencies, also priests and politicians are looking for the right recipe for your brand. The Grail or the stone of the whites of our consumer society seems to be the formula for a successful brand. While economists, psychologists or sociologists already with large congresses and thick books gone on the issue to the public, formally responsible science, the science of the characters takes quite hesitant on the brand. With the Panel discussion the character represents but 2011 one of the key themes in the municipality of characters of theorists brand.
And man is it deliberately open and interdisciplinary. Two seasoned semiotic theorists, provided four characters practitioners on the side: two researchers and two brand managers from companies. In the discussion, it is to address issues like: what differs from normal trademark ‘ products? Is some iconic this difference? Can you distinguish brands from other economic signs, such as logos, advertising or product designs? Is there a (semiotic) difference between economic and non-economic brands? For example Coca-Cola on one, Lady Gaga, Angela Merkel, Greenpeace or the Taliban on the other side? How are brands? You can do brand at all or is it just a retrospective character classification? What do represent Brands? Products, company, life dreams? And how do ‘ it the? Due to trademark within the meaning of the virtuality art and parallel worlds? Are these comparable to virtual worlds from literature or computer animation? Or with utopias from philosophy and politics? Or just too much importance is being attached to brands, and they are ultimately only economic chimeras? Sure you is not finally answer all these questions during a one and a half hour discussion, rather it is hoped impetus within the Semiotician for their further work on brands.