Abstract
This article demonstrates a socio-semiotic problem – whether one brand could replace, substitute or supplement identity. It describes the postmodern situation in which the traditional meta-narratives need to be reinforced or even replaced by more adequate and resonating stories and it points out the place of “legendary” brands in it. The latter are based on cultural preconditions and their power should be reinforced by advertising. The cultural background of Harley-Davidson and its communication gives us a chance to take a deeper look at its storytelling process which attracts so many consumers. A couple of analyses and illustrations clarify its “DNA structure.”
About the author
Dimitar Trendafilov (b. 1979) is an assistant professor at the New Bulgarian University <trendafilov.dim@gmail.com>. His research interests include semiotics, branding, consumer behavior, and cultural anthropology. His publications include “A brand as an economic value and sign: Positioning as a tool for creating distinction” (in Bulgarian, 2010); “On rituals of hurting and killing people: The significance of some aggressive ritual practices occurring in cultures and cult movies” (in Bulgarian, 2012); “Brand in semiotic perspective” (in Bulgarian, 2012); and “Communication properties of brand” (in Bulgarian, 2013).
©2015 by Walter de Gruyter Berlin/Boston
