Month: April 2017

IKEA – From Brand to Cultural Icon

The Story of IKEA IKEA is a very successful global brand due to its unique cultural branding strategies that merge valued fashionable design with affordable prices for the middle-class user. The company stands for “affordable contemporary design household goods” (see website), which implies that their products are addressed to a wide range of different consumers. …

An Introduction to Semiotics

What is Semiotics? Semiotics is the study of signs, or the role signs play in society. Branston and Stafford define it as the “qualitative approach seeking to relate texts to their surrounding social orders” (2003, p.12). The basic unit of semiotics are signs, which can be words, images, or objects that stand for a particular cultural …