A semiotic integrated product development framework for integrating branding in automotive product design

Abstract

Nowadays, the technical advantage between companies in the automotive sector is constantly reducing [Verhoef et al. 2012], leading to most cars being comparatively the same. This trend is due to the increase in quality level of car manufacturers, technology diffusion and platform sharing, leading to most cars being comparatively the same within their market segment. Thus, to be successful a company has to be more than just good at producing quality cars; it has to produce good looking cars, with a meaning. Product aesthetics, integrated with branding, is a major tool that can be used to gain competitive advantage, [Kotler and Rath 1984], [Oakley 1985], [Bloch 1995]. For example, Audi says that the product design determines up to 60% of a consumer’s decision to buy a particular car [Kreuzbauer and Malter 2005]. Furthermore, a product design can be used to represent the brand, commonly referred to as design language in the automotive industry. Thus, branding is essential for the success of the product. Branding is no longer viewed as a separate activity to product design, but the product in itself represents the brand. Arguably, the product is the most important brand representative as during the interaction with the product, the user creates perceptions of the brand [Hestad 2013]. Similarly, the importance of adopting an integrated product development (IPD) approach [Andreasen and Hein 2000] is fundamental since a company must concurrently consider marketing, product design and production. Despite ample evidence on the importance of branding, in several of the product development models reviewed there is no specific reference to branding and how to specifically link it to product design [Cini 2014]. [Excerpt]