Abstract This article discusses the variable construal that brand fractions exhibit in social practices around the world and their implications for the study of brand semiosis in social life. Whereas brands are sometimes imagined to be unitary objects with inherent power, the discussion shows that the significance of distinct brand fractions is formulated by distinct metasemiotic practices, only some of which are the practices of brand corporations. When brand fractions like trademarks are taken up in distinct social practices around the world, their significance is routinely reanalyzed through locale-specific metasemiotic frameworks, which formulate varied forms of life in societies around the world.
Stored only when both papers are in the corpus — 21 citations exist upstream.
Imported from OpenAlex (CC0) — nothing here is generated.