The semiotic paradigm has previously been applied to the understanding of product brands and brand image within the consumer context. Further, as a research method, semiotic analysis is not new within tourism and related contexts. Despite this, the semiotic analysis remains a little-used yet promising tool of inquiry within the construct of arts festivals and their brands, as communicated and understood through their promotional materials.
This study examines the application of semiotics to gaining an understanding of the brand image of the largest arts festival in the world, the Edinburgh Festival Fringe (the Fringe). This is undertaken by providing a theoretical background by briefly outlining the historical and paradigmatic elements of semiotics. This study then adapts a proposed tourism marketing semiotic framework to the recent promotional materials of the Fringe.
As a unique arts festival context in terms of its open access structure and (co-) constructed festival brand this study provides therefore ‘a’ definition of the brand image construct of the Fringe. This is based upon the application of a theoretically underpinned new semiotic approach within the contexts of arts festivals and marketing management.