VISUALIZING ENTREPRENEURSHIP: A SEMIOTIC ANALYSIS OF BRANDS AND IDENTITY CONSTRUCTION

Abstract

Objective: This study explores the symbolic aspects of brand representation and how it aligns with the entrepreneurial spirit via the lens of semiotics. Research Design & Methods: The study utilized semiotic analysis through codes represented in trademarks by painstaking examination, illuminating the complex interactions of visual components, language, and the entrepreneurial identity. Findings: The results highlight how important language and visual choices are when creating an engaging brand narrative for entrepreneurs. A semiotic understanding of branding becomes an invaluable tool for honest expression and audience engagement as entrepreneurs maneuver the competitive landscape. Implications and Recommendations: The results hold the potential to shed light on how brands function as means of articulating and encapsulating entrepreneurial identity, impacting customer attitudes and the prosperity of organizations. Contribution & Value Added: It is critical to comprehend the complex relationship between brands and entrepreneurial identity in the ever-changing world of entrepreneurial ventures.