Online brands: Branding, possible worlds, and interactive grammars

Carlos Scolari 1
  • 1 professor at the Universitat de Vic <>


This paper proposes to reflect from a semiotic perspective on the transformation that brands have undergone since the rise of the Internet. After a brief theoretical introduction to digital communication and the semiotics of brands, the case of the Google brand is analyzed by applying concepts of generative and interpretive semiotics. The paper holds that the iconic and linguistic enunciations are secondary with respect to interaction. In digital media interaction — the interactive experience that the Internet user lives — is a fundamental component of the hypermedia cocktail and occupies a central position in the brand building process. The article concludes with some of the questions and special characteristics raised by so-called eBranding.

Purchase article
Get instant unlimited access to the article.
Log in
Already have access? Please log in.

Log in with your institution

Journal + Issues

The official journal of the International Association for Semiotic Studies, founded in 1969 as one of the first scholarly journals in the field, Semiotica features articles reporting results of research in all branches of semiotic studies, in-depth reviews of selected current literature in the field, and occasional guest editorials and reports. The journal also publishes occasional Special Issues devoted to topics of particular interest.