A SEMIOTIC INTEGRATED PRODUCT DEVELOPMENT FRAMEWORK FOR INTEGRATING BRANDING IN AUTOMOTIVE PRODUCT DESIGN
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. A framework is developed to support designers to integrate branding in automotive design. The distinguishing framework's features are semiotics, IPD principles and branding checkpoints. The framework is based on theory and qualitative data gathered from academics and renowned designers.