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Resumo

This article provides a semiotic account of the performativity of the brand. It argues that the brand's performativity is a function of its citationality: the ways in which (fractions of) brands are reanimated, or cited, while being reflexively marked as reanimations or citations. First the article argues that the intelligibility and coherence of brands turns on the calibration of a number of gaps in the brand's form: between brand tokens, brand types, and a brand ontology. Such calibration is achieved through moments of citing brand type and brand ontology. The article then discusses three forms of brand citationality that exceed the brand by situating themselves in, and exploiting, these gaps: brand counterfeits, 'remixes,' and simulations. The article concludes by discussing the relation between citationality and performativity, arguing that the performativity of brand turns on the (meta‐)semiotics of citationality and the excesses it continually generates.

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