- 著者
-
Mingoo Kwak
Joonseo Lee
- 出版者
- Asia Digital Art and Design Association
- 雑誌
- International Journal of Asia Digital Art and Design Association (ISSN:17388074)
- 巻号頁・発行日
- vol.24, no.2, pp.8-14, 2020 (Released:2020-11-20)
- 参考文献数
- 29
Background
This research focuses on the transition from the product to service as a brand communication strategy, adopting a semiotic
perspective with structural analysis. While sharing the same point of view from the existing service design research, that is
focused on service as a business opportunity for manufacturers, this study analyzes the structure of brand communication
to find the strategic orientation and to design the new form of strategy.
Methods
The theoretical base of this study is from Greimas’ Semiotic Square; the tool to analyze the structure and to understand the
depth of journalism. The research carries out a case review to build an appropriate model by reconstructing the Semiotic
Square. About ten communication practices from the global brands were analyzed: copy, situation, concept, and context to
study the elements of brand communication.
Results
The analysis of the case review shapes the structure of brand communication. Strategy Square is a model reconstructed
from the semiotic square, containing the elements found in each case review. The model has three stages; emotional,
experience, and interpret. As a decoding feature, the model analysis finds three strategy types in automotive industry cases.
As a result, this study leads to a new strategy developed specifically for Hyundai Motor Company.
Conclusion
Three strategy types are suggested through the case review. This strategy type provides a way to interpret manufacturers’
strategic orientation, but is also suggested as a tool to design service. Specifically, this study identifies the factors that the
manufacturers capture in their intention to engage with customers. Furthermore, service design becomes an opportunity for
both leading and following automotive corporate because of the changing paradigm of service strategy. The strategic
orientation on service may determine the solidity and the clarity of brand communication.