Iconicity in branding
A case of Japanese whiskey
This paper demonstrates the complex iconicity of Japanese
whiskey by analysing brand identities represented on bottle designs
and advertisements. There are, chronologically, four phases in the
relationship between the names of products and the languages used on
the labels: (1) the application of Japanese names which were not
specified on the labels in English; (2) the usage of only English
names and logos; (3) the commencement of Japanese names on the
labels in Japanese calligraphy and (4) the utilisation of both
Japanese and English names and logos depending on the marketing
strategies. This study focusses on Phase 3 in order to identify how
graphic images of Japanese calligraphy and other design features
iconise the brand identities. It is thus argued that iconic effect
is a powerful branding device for establishing the convincing image
of Japanese whiskey in the global marketing context.
Article outline
- 1.Introduction
- 2.Data analysis
- 2.1Single malt whiskey: ‘Yamazaki’, ‘Hakushu’ and
‘Chita’
- 2.2Blended whiskey: ‘Hibiki’
- 3.Conclusion: Communication and semiotics in business
marketing
-
Acknowledgements
-
Notes
-
References