Communications in Humanities Research ISSN: 2753-7072
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Research Article

An Analysis of Brand Culture of Apple Inc. from Semiotics

Yukan LiFaculty of Information Technology, Beijing University of Technology, 100 Pingleyuan, Chaoyang District, Beijing, 100124, China*

* Corresponding author: [email protected]

Abstract

In the context of the Internet era, as a tech giant, Apple has a huge and lasting influence in the hearts of consumers. While Apple is constantly introducing new technical products, it is also enriching and updating its brand value in the process of development. Nowadays, brand culture is one of the hot research topics. However, there is still a research gap in analyzing brand culture from the perspective of semiotics. Based on the semiotic theories of Pierce and Barthes and other cultural theories, this essay analyzes Apple’s brand construction through a specific theoretical framework and discusses the cultural significance behind the brand. The research shows that Apple’s brand can be constructed in the symbolic sense from three aspects. Moreover, Apple’s long-term prosperity can be regarded as a cultural symbol, implying the symbol worship of consumers and the domination of modern technology. The article is an exploration of the application of semiotics and the symbolic meaning of the brand.

Keywords: semiotics; brand construction; Apple; cultural symbol
Published: May 17, 2023
DOI: 10.54254/2753-7064/4/20220981
Volume: CHR Vol.4
pp. 646-651
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