While traditional market research such as secondary research, surveys, focus groups and interviews, observation tests or experiments focus on surveying consumers for their opinions and behaviors (J Anderson, 2012); Semiotic analysis chooses a different research approach to study culture closely to reveal key cultural factors that trigger particular customer responses (D Chandler, 2013). For example: Traditional market research would ask consumers what they think about a particular product, what they like, why they don't like it, and what they would like to improve about that product. This method can provide very interesting and direct customer information that the company would like to see. On the other hand, using semiotic analysis on the same product would reveal the cultural importance of that product: how it plays a role in people's lives and how it has been embalmed in a nation's culture. Ultimately, even if people have different perspectives and opinions about a particular product, there is always one underlying rule that people commonly accept about it. A case in point would be black tea, which is significant in British culture as it dates back to the history of tea drinking in the UK and currently represents the 70th percentile of the British tea market (R REILLY, 2013). An in-depth semiotic analysis would reveal important values ​​of black tea that the English would not see changing and what aspect of tea might have changed. Through semiotic analysis, brand names can invent culture rather than passively respond to it through traditional research methods. According to Thomas O'guin, there are 2 types of brands: product leaders or followers (2013). Leading product brands are the innovators in their field and establish a n... middle of paper..., surveys, focus groups and interviews, observations or experimental tests and bring innovations that creep into society boundaries that they have previously defined and create brand culture rather than passively responding to it (C Pinson, 2008). One of the important aspects of semiotic analysis does not require it to be expensive: marketers are encouraged to use a few hours of semiotic consideration to inspire themselves and push the boundaries of imagination, helping marketers develop a strategic vision of culture and of their corporate brands (R McKeown, 2005). Even in modern society, it is advisable for marketers to take time and think semantically about their brands, which can go a long way in helping find answers to questions that corporate branding faces that require time and resources with methods traditional research..