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Social Semiotics, Vol. 23, No. 4, 01 Sep 2013 Special Issue: Signs, Brands and Communities This new issue contains the following articles: Foreword Pages: 461-463 Article Semiotizing a product into a brand Marcel Danesi Pages: 464-476 Negotiating the meaning of brands Torkild Thellefsen & Bent Sørensen Pages: 477-488 Brand response analysis: a Peircean semiotic approach Paulo de Lencastre & Ana Côrte-Real Pages: 489-506 Brands as semiotic molecular entities Fernando Pinto Santos Pages: 507-516 Branding national issues: India and the branding bandwagon Seema Khanwalkar Pages: 517-522 Soft power, ideology and symbolic manipulation in Summer Olympic Games opening ceremonies: a semiotic analysis Chris Arning Pages: 523-544 “I know half the money I spend on advertising is wasted, but I do not know which half (J. Wannamaker)”: Semiotic answers to perennial branding troubles George Rossolatos Pages: 545-560 A note on cognitive branding and the value profile Torkild Thellefsen, Bent Sørensen & Marcel Danesi Pages: 561-569 The meta-discourse of contemporary brands and the indexing of consumption: a way to build bonds of meaning Clotilde Perez & Sergio Bairon Pages: 570-586