Semiotics has shown for many decades that it can bring a lot to marketing and communication. Barthes initiated the movement in the 1960s, Floch confirmed it during the 1990s. Today, with the aim of continuing to serve marketing studies, we propose to fulfill two goals. Firstly, we want to offer a renewed and very operational definition of the concept of brand based on recent work in post-Greimassian semiotics (cf. Fontanille, Floch, Semprini, Perusset). Indeed, this concept of brand, even in semiotics, suffers from definitions that are often too abstract or too complex, hindering its full understanding. Secondly, based on this renewed definition (brand as a service with a very own vision), our intention is to show the semiotic distinctions to be made with other concepts that are close and also ambiguous, such as products, ranges, lines, or subbrands (cf. Aaker, Kapferer, Rastier). As an illustration, this work should provide a solid framework for knowing how to envision the iPhone? As a brand, a subbrand, a range, or a product? Or all of these at once? These kinds of questions are crucial because these different roles manifest different meanings and therefore also have distinct implications for brand portfolio strategies and performances.