De Semiotische Analyse van een Restaurant's Merkidentiteit

Abstract

This thesis examines how restaurants can analyse their own offline brand identity through a semiotic approach to translate their offline identity into an online identity. The food industry, especially restaurants, do not have the knowledge about translating its offline brand identity to online, while it is necessary for marketing purposes. These restaurants are struggling with the developments of digitalisation and are lacking in the cultural information needed to tackle such a problem. Therefore, this thesis creates a fundamental bridge between the marketing field and cultural studies.