The basic function of a trademark is to distinguish the source of goods and services. The fundamental reason why a trademark can create a connection between manufacturers and customers lies in the inherent structure and essence of the trademark. Using the theory of semiotics to understand the concept and composition of trademarks can help us deeply understand the functions of trademarks.

Symbols are the carrier for human beings to understand the world

There are two ways in which humans and animals reflect, recognize and behave in the living environment:

Innate inheritance and acquired experience.

All living things have some innate genetic reactions and behaviors. For example, animal babies and human newborns are born to look for nipples and suck. During the growth process, through personal experience and experience accumulation, the understanding of the world is gradually formed.

Only humans have a third way of understanding the world?

Symbols.

Symbols are communication media invented by humans. Symbols such as language, characters, numbers, and totem signs all carry various human information. He can even travel through time and space to exchange information.

In general, symbols are perceptions that are thought to carry meaning.

Semiotic analysis of trademarks

German philosopher Cassirer put forward a classic proposition:

Humans are symbolic animals.

In Cassirer’s view, symbolic thinking and symbolic behavior are the most representative features of human life. Compared with animals, humans no longer live in a purely physical universe, but in a symbolic universe.

Symbols have a clear referring function, so commodities can use symbols to distinguish different producers.

A trademark is essentially a symbol. This symbol is not a specific mark form formed by elements such as words, graphics, letters, numbers, etc. as we usually understand it, but a symbol that includes a symbolic form and symbolic content. structural unity.

Huang Hui pointed out in "Trademark Law (Second Edition)":

Trademark is not just a simple mark, borrowing from Wei Liushao's "Characters" Name, it is actually a unified entity consisting of the subject (person) using the trademark, the object (object) used by the trademark, and the symbol (symbol) that constitutes the trademark. These three elements are indispensable and interrelated to form a complete trademark.

The semiotic analysis of trademarks can enable us to better understand the functions of trademarks at a micro level and explain more clearly what our brand is in marketing.

Saussure’s binary structure theory of semiotics

Swiss linguist Saussure proposed a binary structure theory for language symbols. In his view, language symbols are like A two-sided paper, the thought is the front and the sound is the back. You cannot cut the front without cutting the back at the same time.

He believes that language is a system of symbols. Language symbols can be divided into sound parts and conceptual parts. They are a combination of signifier and signified parts. They can Refers to the psychological imprint or sound image of sound; refers to the concept. If we take the English word "cat" as an example, then cat consists of signifiers c, a and t, and the concept of "cat" is the signified.

In the double-sided structure of language symbols, the signifier in the form of a symbol is not the sound of a word as people understand it, but a specific abstract psychological sign, that is, the sound in our perception. The psychological imprint left, and the referent as the symbolic content is the meaning formed by the sound image in people's psychology.

Those who have watched the film shot by MGM will definitely be deeply impressed by the roar of the lion in the opening film. The roar we hear is the signifier, and the lion’s roar represents the signifier. That's what GM is referring to.

Peirce’s triadic theory of semiotics

American logician Peirce proposed the triadic theory of signs.

Peirce explains symbols as the trinity relationship of symbolic body, symbolic object and symbolic interpretation.

(1) Symbolic form: the specific media form can be perceived. Such as the pronunciation or written text of "rose".

(2) Symbolic object: It is a certain thing represented by the symbolic body. For example, "rose" refers to a plant of the Rosaceae family.

(3) Symbol interpretation: the meaning that the symbol can express. Such as "rose" can express love.

Human beings can indirectly understand the world through symbols, and the same is true for value. Even if we have not used or experienced a certain type of product, through communication using symbols as a carrier, we can also form a subjective understanding of the product.

Do you still remember the Laiken supercar that Vin Diesel drove through skyscrapers in "Fast and Furious 7"? Why do so many people know that Laiken is a sports car belonging to the wealthy class?

Because Laiken supercar has formed value recognition through various symbols as the carrier of communication.

There are only 7 Lycan supercars in the world, each priced at more than 3.5 million US dollars. The headlights are made of platinum, diamonds and sapphires, making it one of the most expensive sports cars in the world.

Using symbols as a medium to refer to physical objects and express meaning is a unique human wisdom. Our ability to use Chinese fluently for language communication and text reading is all accomplished through symbols as a medium.

The symbols that humans use for communication are symbols that both parties or groups can interpret unanimously, that is, each symbol refers to a clear object and has a clear meaning.

In Peirce's symbol system, the representative points to the object, and the person who receives the information makes an interpretation, and the interpretation is the meaning. In contrast, since the general significance of trademarks to consumers is to provide guidance and assistance for consumers to purchase goods, this allows people to complete a cognitive process of goods with the help of trademarks.

Triangular model of trademarks

According to Peirce's triadic structure of symbols, traditional trademarks serve as a symbolic cognitive system, and its internal structure includes referents, referents and referential meanings.

(1) Indicator: that is, the external form that the trademark system can perceive? The trademark mark.

(2) Referent object: It is the specific goods or services represented by the trademark.

(3) Indicative meaning: On the one hand, it is the source, goodwill and other information content of the goods or services contained in the trademark, and on the other hand, it is consumers’ accurate understanding of the goods or services.

From the perspective of the structural relationship between the three, as the external manifestation of the trademark cognitive system, the trademark mark is only a trademark in the formal sense, and it must be combined with a specific type of goods or services. , and can accurately convey consumers’ knowledge of the relevant goods or services, then it can be said to be a trademark of substantial significance.

The basic function of a trademark is to identify the source of goods and help consumers quickly understand the goods, thereby improving the efficiency of consumer purchasing decisions. The focus of the law on protecting the source-distinguishing function of trademarks is to prevent the structural relationship of the three-dimensional symbol from being destroyed and ensure that consumers can accurately combine the manufacturer's trademark mark with the products it produces.

(1) Sign (or symbol): As a media entity, it refers to a specific object and represents a specific meaning. Customers think about and remember physical objects through signs, that is, signs carry cognition.

(2) Product (or service): As an objectively existing object, it needs a specific symbol to refer to in human information dissemination. At the same time, it itself also represents a certain meaning. In economic behavior expressed as value.

(3) Value: Customers’ subjective feelings about logos and products are achieved in two ways: first, product use experience; second, dissemination and communication through logo carriers.

For example, the value of "Victoria's Secret" underwear is known as sexy, which is realized by the synergy between the "Victoria's Secret" brand symbol and its product underwear.

In the triangle model of "logo", "product" and "value", the logo and product are at the bottom of the triangle and are the basis of value. They both realize value together.

With the above model, we can further understand the three elements of logo, product and value.

Logo: refers to the product and refers to the value.

Product: referred to by the logo, realizing value.

Value: realized simultaneously by the logo and the product.

How to clearly describe your brand

Trademarks are only part of the brand. Their purpose is to reduce risks and uncertainties by providing information on the source and quality of the goods. The brand has more complex characteristics, which involves the establishment of image and consumers' perception of the brand.

The triangle model of trademarks provides a simple and clear path for us to understand brands. Based on this model, we can well interpret various relationships related to brands.

Through the three elements of brand, you can accurately and clearly convey your brand to customers.

(1) Brand logo, name, graphics, that is, "Who am I?" It is the identity of the brand, mainly the name and logo of the brand.

(2) Brand products? Category of goods or services, that is, what am I? or what do I do?

(3) Brand value? Description of benefits, that is, what do I have? What is it for? Or? What am I good at?

In the process of communicating with customers, you can give customers three basic information about the product:

Who is it? What is it? What is it? Use?

For example:

Who am I Safeguard? Trademark

What kind of soap am I? Product

What is my use for removing bacteria? ?Value

By grasping these three points, we can effectively convey the complete brand message.

Usually the three elements of a brand can be summarized by the following sentence structure:

Name? Brand value product category

For example:

Rejoice Smooth Shampoo

Safeguard Antibacterial Soap

Victoria's Secret Sexy Underwear

Google Global Search Engine

Red Bull? Functional drink

Using the fixed structure of the three elements of the brand, the brand can be explained clearly with the least words, and the problem will become very simple.

Therefore, the brand triangle model has become the anchor of our brand marketing.