A semiotics inspired framework supporting branding in automotive integrated product development

Abstract

In an increasingly saturated automotive market, product design may be the only distinguishing feature in a myriad of similar cars that are technically almost identical. Customers choose a particular brand because they connect with the car emotionally. The role of branding in the product’s success is vital. This chapter presents a framework aimed at supporting designers to integrate branding in auto-motive design. The framework is inspired by semiotics and includes the three pillars of integrated product development, namely, marketing, design and production. A number of real case studies are presented to substantiate how principles of the framework are applied in the automotive industry. The framework is an extension of our previous work, the version in this chapter includes a business screening frame. The framework has been evaluated qualitatively by a sample of academics and renowned designers working in the automotive field.