The purpose of this article is to further develop the use of the semiotic resources in the field of brand management by exploring some key traditional marketing concepts against the backdrop of the semiotic theory of representation. Within the broad field of semiotics my option was for Charles Peirce's General Theory of Signs. By transposing his semiotic theory to the conceptualisation of brands I illustrate their dynamic nature and how they generate representations. With the help of this article, brand managers are able to obtain a holistic view about brands that encompass their signs and the perceptions that these create. Also, managers can gain an understanding concerning how the meaning of brands always results from co-creation between companies and stakeholders.