文章基本信息

标题：Semiotic-based Strategy Model to Decode Service as Brand Communication
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作者：Mingoo Kwak ; Joonseo Lee
期刊名称：International Journal of Asia Digital Art and Design Association
电子版ISSN：1738-8074
出版年度：2020
卷号：24
期号：2
页码：8-14
DOI：10.20668/adada.24.2_8
语种：English
出版社：アジアデジタルアートアンドデザイン学会
摘要：BackgroundThis research focuses on the transition from the product to service as a brand communication strategy, adopting a semioticperspective with structural analysis. While sharing the same point of view from the existing service design research, that isfocused on service as a business opportunity for manufacturers, this study analyzes the structure of brand communicationto find the strategic orientation and to design the new form of strategy.MethodsThe theoretical base of this study is from Greimas’ Semiotic Square; the tool to analyze the structure and to understand thedepth of journalism. The research carries out a case review to build an appropriate model by reconstructing the SemioticSquare. About ten communication practices from the global brands were analyzed: copy, situation, concept, and context tostudy the elements of brand communication.ResultsThe analysis of the case review shapes the structure of brand communication. Strategy Square is a model reconstructedfrom 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.ConclusionThree 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 themanufacturers capture in their intention to engage with customers. Furthermore, service design becomes an opportunity forboth leading and following automotive corporate because of the changing paradigm of service strategy. The strategicorientation on service may determine the solidity and the clarity of brand communication.
关键词：Semiotics;Service Strategy;Service Decode;Service Design;Brand Communication