From the perspective of semiotics, this book discusses how enterprises use the function of symbols to maximize brand value, win the market in marketing through the construction of symbols, and the methodology of making brands into symbols of the times. This book includes six parts: brand symbol positioning, symbol system, symbol strategy and tactics. The decisive role of symbols in international brand competition is analyzed through a large number of cases, which provides reference for China enterprises to win the market by using brand symbols.

Top-level design: refers to the core part of the brand, which is based on market research and consumer insight, looking for advantageous market opportunities, determining customer groups, needs, categories, products and brands, designing brand stories, brand culture, brand values, brand symbols and brand slogans, and building product structure and content system based on this "superstructure". Everything should revolve around the basic origin of meeting consumer demand.