MÁRKAÉPÍTÉS EGY ROMÁNIAI MAGYAR VÁLLALKOZÁS SZEMIOTIKAI TÁJKÉPÉBEN
BRANDING IN THE SEMIOTIC LANDSCAPE

Author(s): Enikő Biró
Subject(s): Semiotics / Semiology
Published by: Scientia Kiadó
Keywords: semiotic assemblage; linguistic landscape; bilingual; identity;
Summary/Abstract: The research aims at analysing the semiotic landscape of a Hungarian-owned business in a bilingual region of Szeklerland and seeks to answer the question of what identity-constructing resources the business creates, what local/Szekler/ethnic elements and attributes it can incorporate into its brand identity in order to be marketable. The elements of the landscape can be evaluated as semiotic resources, and these semiotic resources can be related to the five senses (sight, hearing, smell, touch, taste), such as the smell of smoked meat products, the melody of the Szekler folk song, the taste of fresh horned bread, and other Szekler symbols that can attract customers. These elements, in a given constellation, trigger a meaning-making process and encourage consumer participation. As semiotic assemblages, the constellations have an impact on potential customers. Although the analysis of the semiotic landscape must necessarily include the analysis of the linguistic elements, semiotic elements as part of marketing messages can be constructed and used by businesses to emphasize locality and ethnicity and to persuade consumers, in addition to linguistic cues.

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