Scolari, Carlos Alberto, 1963-2015-12-182015-12-182008Scolari CA. Online brands: branding, possible worlds, and interactive grammars. Semiotica. 2008; 169(1-4):169-188. DOI 10.1515/SEM.2008.0301613-3692http://hdl.handle.net/10230/25462This paper proposes to reflect from a semiotic perspective on the transformation/nthat brands have undergone since the rise of the Internet. After a/nbrief theoretical introduction to digital communication and the semiotics of/nbrands, the case of the Google brand is analyzed by applying concepts of/ngenerative and interpretive semiotics. The paper holds that the iconic and/nlinguistic enunciations are secondary with respect to interaction. In digital/nmedia interaction — the interactive experience that the Internet user lives/n— is a fundamental component of the hypermedia cocktail and occupies a/ncentral position in the brand building process. The article concludes with/nsome of the questions and special characteristics raised by so-called/neBranding.application/pdfeng© De Gruyter Published version available at http://www.degruyter.com/view/j/semi.2008.2008.issue-169/sem.2008.030/sem.2008.030.xml?format=INTinfo:eu-repo/semantics/articlehttp://dx.doi.org/10.1515/SEM.2008.030BrandingeBrandingPossible worldsInteractive narrativeSemioticsInternetinfo:eu-repo/semantics/openAccess