BRAND AND SEMIOTIC ENTITY

This paper tries to determine what kind of entity is the brand in its contemporary sense, assuming its randomness, its free nature, its immateriality and accidental character, and its entropy. Contrary to the distance that allow us to construct an idea of "reality" throughout the conventional semiotic symbolic entity, brand semiosic entity keep us in its iconic proximity, inhibiting us to choose its reality or its unreality. This kind of construct originates an emotional adhesion, opposed to the rational elucidation, which brands postulate for every one of us.