Purpose, Semiotics and Rhetoric: A Study of Select Brands

Abstract

With more competition than ever before, customer buying habits are changing, and a lot of brands are facing an identity crisis. Only by putting purpose at the centre of actions and taking into account the needs of customers, partners, and communities alike can brands create long-term value, make themselves stand out, and emotionally connect with consumers. This study reviews the literature on brand purpose, examines persuasive appeals in purpose-driven brand advertisements using Aristotle’s rhetorical triangle, and lastly blends semiotic theories with marketing to understand how these brands generate high-impact communications that emotionally engage consumers and affect their behaviour.