This document discusses semiotics research tools for analyzing brands. It begins by defining semiotics as the study of sign systems and meaning-making. It explains that semiotics analyzes all forms of communication as "texts" and can be applied universally. The document then outlines various research opportunities semiotics provides, such as concept testing, design testing, store evaluations, and media planning. It provides examples of case studies where semiotics was used to optimize brands, products, and communications. The overall summary is that semiotics is a tool for understanding how brands produce meaning and shape perceptions.

1. www.babaconsulting.com
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Semiotic research tools

2. THE BRAND AS SEMIOTIC SUBJECT
RESEARCH OPPORTUNITIES
WHAT IS SEMIOTICS 1
2
3
CASE HISTORIES4
Index
2
BIBLIOGRAPHY
5
6
USAGE INSTRUCTIONS

3. 1. What is semiotics
Ø SEMIOTICS IS NOT THE SCIENCE OF SIGNS, BUT A
DISCIPLINE EXPLORING SIGNIFYING RELATIONS
Ø FROM THE SMALLEST TO THE MOST COMPLEX
ONE, EACH FORM OF DISCURSIVE PRODUCTION
IS CONSIDERED A “TEXT”
Ø ITS ANALYSIS IS BASED ON A UNIVERSAL GRID, I.E.
IT CAN BE APPLIED TO EACH KIND OF TEXT
Ø IT ANALYSES “TEXTS” AS ORGANISMS, IMPLYING
CONSEQUENCES OF THEIR OWN SIGNIFYING
EFFECTS
3

4. Ø THE ANALYSIS OF CODES HAS BEEN OUTDONE BY
THE ANALYSIS OF SIGNIFYING RELATIONS,
DOSAGES AND RELATIONS AMONG THE CODES
THEMSELVES
Ø THE SUPERFICIAL EXPRESSION OF THEMES AND
FIGURES – ORIENTED TOWARDS A GRADUALLY
OPPOSING DIRECTION BETWEEN ABSTRACTION
AND IMAGERY – IS SET BY ENUNCIATING
PROCEDURES
Ø THE RECEIVER BUILT BY THIS (POLEMIC /
CONSENSUAL) RELATION MUST BE RELATED TO ITS
RECEIVING TARGET
Ø THE (OBJECTIFYING/ SUBJECTIFYING) STATEMENT
DEFINES THE PROPOSED RELATION MODE
4
1. What is semiotics

5. MANIFESTATION
EIDETIC, GRAPHICAL, VERBAL, CHROMATIC, STYLE CODES,
ETC.
DISCURSIVITY
TOPICS, TONE OF VOICE, OUTLINED RECEIVER ETC.
NARRATIVITY
ARGUMENTATION, LOGICAL RELATION AMONG ACTIONS,
BRAND AND PRODUCT ROLES, ETC.
VALUES
BASIC AND USAGE VALUES
THE ANALYTIC ROUTE
5
1. What is semiotics

6. MAPPING
6
CLASSICISM! LUXURY!
DAY BY DAY! ECCENTRICITY!
X
PRACTICAL VALUES
Y
UTOPIAN VALUES
NON X
PLAYFUL VALUES
NON Y
CRITICAL VALUES
simplicity
linearity
continuity
uniqueness
recognizability
preciousness
accessibility
understatement
immediacy
specificity
trend
outstanding
LOW
PROFILE
HIGH
PROFILE
HIGH PRICE
LOW
PRICE
1. What is semiotics

7. THE BRAND AS SEMIOTIC SUBJECT
RESEARCH OPPORTUNITIES
WHAT IS SEMIOTICS 1
2
3
CASE HISTORIES4
Index
7
BIBLIOGRAPHY
5
6
USAGE INSTRUCTIONS

8. 2. The brand as semiotic subject
BRAND AS SUBJECT OF THE INTEGRATED VALUE
Ø HERITAGE
Ø NAME
Ø IDENTITY
Ø TERRITORY
Ø RELATION
Ø COMPETITIVE CONTEXT
8

9. DIFFERENCE, PERTINENCE, RELEVANCE
Ø GLOBAL/ LOCAL BRANDS
Ø BRAND AND TIME / SPACE
Ø BRAND AND SOCIETY
Ø BRAND AND COMMON IMAGINATION
Ø IDENTIFICATION, ATTRIBUTION, MEMORABILITY
9
2. The brand as semiotic subject

10. BRAND DISCOURSE: MIX LEVERS
Ø BRAND AND PRODUCT
Ø BRAND AND BRANDING
Ø BRAND AND ADVERTISING
Ø BRAND AND PACK
Ø BRAND AND DISTRIBUTION
Ø BRAND AND RELATION
Ø BRAND AND TREND
10
2. The brand as semiotic subject

11. THE RELATION WITH THE TARGET
Ø IDEAL RECEIVER
Ø COMMUNICATION TARGET, SALE TARGET
Ø INNOVATION AREA
Ø REAL AND VIRTUAL
Ø TRUSTWORTHINESS
Ø SERVICES
Ø VALUES
11
2. The brand as semiotic subject

12. 12
BRAND MANAGEMENT IS A CONTINUOUS PROCESS
THE BRAND IDENTITY IS A RELATION PROPOSAL
THE BRAND STORYTELLING IS NOT (ONLY) A STORY
IN BRIEF:
THE BRAND IS A SYSTEM PRODUCING MEANING
2. The brand as semiotic subject

13. THE BRAND AS SEMIOTIC SUBJECT
RESEARCH OPPORTUNITIES
WHAT IS SEMIOTICS 1
2
3
CASE HISTORIES4
Index
13
BIBLIOGRAPHY
5
6
USAGE INSTRUCTIONS

14. 3. The research opportunities
Ø THE SEMIOTIC APPLICATION RESORTS TO THE
COMBINATION OF DESK ANALYSES AND FIELD
SURVEYS TO VERIFY THE MEANING EFFECTS AND
THEIR ACCEPTANCE
Ø THE SEMIOTIC ANALYSIS GRID – GENERATIVE
ROUTE – IDENTIFIES POSITIVE AND NEGATIVE
MEANING EFFECTS OF A DISCOURSE
Ø THE PROCEDURE STARTS FROM CODES TO
PERCEPTION AND BACK ---> SUITABLE FOR
OPTIMIZATION, VALIDATION, FORECASTING
ACTIONS
Ø DECODING IS DEVELOPED ON FOUR LEVELS,
FROM THE MOST CONCRETE TO THE MOST
ABSTRACT ONE, THE SAME WAY FOR EACH
DIFFERENT TYPE OF SUPPORT
14

15. 3. The research opportunities
A TWO-STEP DYNAMIC
15
objective emission reception
DESK FIELD

16. 3. The research opportunities
Ø CREATION / VALIDATION OF NEW PRODUCT AND
COMMUNICATION CONCEPTS
Ø POSITIONING AND RE-POSITIONING OF A
BRAND / A NEWSPAPER / A POLITICAL FIGURE
Ø OPTIMIZATION OF THE MIX ELEMENTS (NAMING,
ADV, PACK , LOGO, POS, WEBSITE, ETC.)
Ø FINE TUNING OF CORPORATE, BRAND AND
PRODUCT IMAGES
16

17. E.G.: CONCEPT TEST
3. The research opportunities
SEARCH! IMAGINATION!
LOCALISM! ICONISM!
X
PRACTICAL VALUES
Y
UTOPIAN VALUES
NON X
PLAYFUL VALUES
NON Y
CRITICAL VALUES
MATERIALISM ABSTRACTION
PROJECTION
ASSURANCE
Wine Spectator
La Cucina italiana
Gourmet
Gault Millau
Viaggi e sapori
Verde oggi
Dove
Gastronomade
Gambero Rosso
Viaggi del gustoDRIVE
Practical + utopian values
New concept

18. E.G.: ADV POSITIONING
3. The research opportunities
RENEWAL
Practical values
HISTORICITY
Utopian values
EXCLUSIVITY
Playful values
EFFICIENCY
Critical values
OPPORTUNITY EXCELLENCE
GUARANTEE
RELATION
18
C.Network
D. Istituzionale
A.Millemiglia
B.Milano-Roma

19. E.G: PACK TEST
3. The research opportunities
PROFESSIONAL EFFICACY
Practical values
FEMALE RELEVANCE
Utopian values
COSMECEUTICAL NESS
Playful values
PHARMACEUTICALNESS
Critical values
PHYSICIAN
RECEIVER
WOMAN
RECEIVER
MEDICAL SPECIFICITY
PARAMEDICAL
GENERALITY
19
Constructed positioning
Perceived positioning
Younger
Older

20. E.G.: RETAIL ASSESSMENT
3. The research opportunities
20
E!
B!
D! D!
A!
B!
C!
• A = INCEPTIVE FOCUS
(ENTRANCE)
• B = OPENING / CHOICE
SPACE (EXHIBITION)
• C = CLOSURE / CHOICE
EQUIVALENCE
(TRANSITION)
• D = TERMINATIVE FOCUS
(TRIAL)
• E = PLACE FOR
LATERALIZED SANCTION
(CHECK OUT)

21. ES: BRAND EVOLUTION
3. The research opportunities
21
DOING!
BEING!
NOT SHARING!
BORDERING!
INTIMACY!
CROSSOVER!IRONY!
ACCIDENTALITY!
PROVOCAZIONE! DIVERGENZA!
ALIENATION!
INCONVENIENCE!
UNIQUENESS!
FRAGMENTATION!
EXHIBITIONISM!
NOT BELONGING!
ECLECTIC!
YOUNIQUE!
ROMANCE!
HAPPY FLEXY!IMAGINA!

22. THE BRAND AS SEMIOTIC SUBJECT
THE RESEARCH
OPPORTUNITIES
WHAT IS SEMIOTICS 1
2
3
CASE HISTORIES4
Index
22
BIBLIOGRAPHY
5
6
USAGE INSTRUCTION

23. Ø CONCEPT TEST
Ø DESIGN TEST
Ø STORE CHECK
Ø MEDIA MARKETING & PLANNING
Ø WEB SITE EVALUATION
Ø NAME TEST
Ø COPY TEST
Ø PACK TEST
Ø LOGO ASSESSMENT
Ø SCENARIO ANALYSIS
23
4. Case Histories
* NB: for confidentiality reasons, all indicated cases are not recent and often
already published

24. • A/ IDENTIFICATION OF A NEW DISTINCTIVE CONCEPT
• B/ ASSESSMENT OF THE GIVEN CONCEPT VALIDITY
METHODOLOGY
• IDENTIFICATION OF THE MEANING ROUTES INCLUDED
IN THE CONCEPT AND THEIR POSSIBLE EXTENSIONS
(DESK)
• RECORDING THE COMMUNICATION DIFFERENTIAL
PERCEIVED BY CONSUMERS (FIELD) AMONG THE
ALTERNATIVE CONCEPTS
OUTPUT
• CHOICE OF THE BEST CONCEPT ACCORDING TO
- ECONOMIC SCENARIO
- MARKET SITUATION
- POSITIONING OBJECTIVES
OBJECTIVES
CONCEPT AS A MEANING UNIT
4.1 Concept test

25. • POTENTIALS / ACCEPTABILITY OF LONG-LIFE ORGANIC
MILK
• IDENTIFICATION OF THE OPTIMAL CONCEPT
POSITIONING
METHODOLOGY
• ANALYSIS OF THE ORGANIC CATEGORY TREND (DESK)
• ANALYSIS OF THE COMPETITORS’ REFERENCE CODES
(DESK)
• ANTHROPOLOGICAL INTERVIEWS ON PERCEPTION OF
ORGANIC FOOD
• FOCUS GROUP ON THE IDENTIFIED ALTERNATIVE
CONCEPTS
OUTPUT
• DYNAMICS CONCERNING THE ORGANIC CATEGORY
TREND
• CLARIFICATION OF THE ORGANIC /LONG-LIFE MILK
CODES
• CONCEPT STRUCTURING
OBJECTIVES
CANDIA ORGANIC MILK
4.1 Concept test/case history

26. 26
AWARE
CONTEMPORARY
NOSTALGIC
PLAYFUL
POSITIVETHINKING
MAGICTHINKING
GRAN BIO “Purezza”
GRAN BIO “Ricchezza”
Prima Natura Bio
Bio Lactis Fior di Bio
Natura Plus
Coop
Centrale di Brescia
Esselunga Bio
CANDIA ORGANIC MILK
4.1 Concept test/case history

27. • A/ CREATION OF A NEW PRODUCT DESIGN
• B/ ASSESSMENT OF ALTERNATIVE MOCK-UPS
• C/ ARRANGEMENT OF THE ITEM DESIGN AND OTHER
ELEMENTS OF THE COMMUNICATION MIX
• D/ RENEWAL OF AN ESTABLISHED PRODUCT DESIGN
METHODOLOGY
• EVALUATION OF THE FORMS “STORYTELLING”
• RELATION BETWEEN PLASTIC CATEGORIES AND
MEANING EFFECTS
OUTPUT
• OPTIMIZATION OF THE COMMUNICATION WORK OF
THE ITEM
OBJECTIVES
DESIGN IS CONSIDERED AS THE FORM TO BE
ACCOUNTABLE FOR THE RELATION TYPE PROPOSED TO
THE TARGET
4.2 Design test

28. • ASSESSMENT OF THE NEW PRINTER DISTINCTIVE FEATURES
• EVALUATION OF THE RELATION PROPOSED TO THE TARGET
• RELATION OF THE NEW DESIGN WITH PRODUCT AND
BRAND IMAGES
METHODOLOGY
• DESK ANALYSIS OF THE MOCK UP + PREVIOUS
PRINTERS (SAME BRAND) + COMPETITOR
OUTPUT
• MANAGEMENT OF THE SHIFTING TO THE NEW RANGE:
REDUCTION OF THE (TOO CLEAR) GAP BETWEEN A
RATIONAL /ANALYTICAL STYLE TO A PASSIONATE/
CONCISE ONE
• SPECIFIC RECOMMENDATIONS ABOUT THE REVISION
TO THE MIX BALANCE.
OBJECTIVES
OLIVETTI PRINTER
4.2 Design test/case history

29. 29
4.2 Design test/case history
OLIVETTI PRINTER

30. • A/ SUPPORTING THE NEW POS DESIGNING
• B/ EVALUATION OF THE CONSISTENCY BETWEEN THE
SPACE AND THE BRAND MIX
• C/ EVALUATION OF THE SPACE COMMUNICATION
EFFICACY
• D/ ASSESSMENT OF THE COMPATIBILITY OF THE MULTI
BRAND CORNER/LINEAR SPACE
• E/ OPTIMIZATION OF THE ARRANGEMENT ITSELF
METHODOLOGY
• ANALYSIS OF THE SPACE (DESK)
• OBSERVATION OF THE INDIVIDUALS’ MOVEMENT
WITHIN THE TESTED AREA + ANTHROPOLOGICAL
INTERVIEWS (FIELD)
OUTPUT • QUALITATIVE OPTIMIZATION OF THE SALE SPACE
OBJECTIVES
• POS AS DISCOURSE BUILT ON DIFFERENT CODES
• POS AS LOCATION COMMUNICATING TO ALL FIVE SENSES
4.3 Store check

31. • EVALUATION OF THE COEXISTENCE OF A JEWELRY
CORNER WITH A (WOMEN APPAREL) AREA OF A
DEPARTMENT STORE
• ASSESSMENT OF THE SPACE FUNCTIONING AND ITS
CONSISTENCY WITH THE BRAND
METHODOLOGY
• SPACE CODE ANALYSIS
• OBSERVATION OF THE ROUTES AND ASSESSMENT OF
LIKING / BARRIERS TO THE CORNER
OUTPUT
• CORRECTION OF THE IDENTIFIED DISCONTINUITY
BETWEEN THE PRIVATE BRAND SPACE AND THE
DEPARTMENT STORE PUBLIC ONE
OBJECTIVES
SPAZIO KIARA/COIN
4.3 Store check/case history

32. 32
SPAZIO KIARA/COIN
4.3 Point of sale verification /case history

33. METHODOLOGY
OUTPUT
OBJECTIVES
• KEY ROLE OF THE ACTIVATED “READING CONTRACT”
• MEDIA AS PLACE FOR THE VEHICLE / ADS RELATION
4.4 Media marketing&planning
• A/ LAUNCH/ ASSESSMENT OF A MEDIA PRODUCT
• B/ VERIFICATION OF THE COMPATIBILITY BETWEEN THE
RELATION PROPOSED BY THE VEHICLE AND BY THE
ADVERTISING CAMPAIGN AND THE RECEIVERS’
EXPECTATIONS
• C/ EVALUATION OF THE MUTUAL INFLUENCES BETWEEN
ADS AND THE VEHICLE CONTENTS
• ANALYSIS OF THE ACTIVATED READING
“CONTRACT” (DESK)
• ANALYSIS OF THE RECEPTION MODES (FIELD)
• A/ DEFINITION OF THE POSITIONING SPACE FOR A
NEW SUPPORT
• B/C/ QUALITATIVE OPTIMIZATION OF THE SUPPORT/
THE BRAND WORK VIS-À-VIS TO THE CONTENTS/ ADS

34. • ASSESSMENT OF THE INFORMATION / SHOWS
• SURVEY ON THE PROGRAMS MODERATION MODES
• EXPLORATION OF THE AUDIENCE RECEPTION MODES
METHODOLOGY
• ANALYSIS OF 11 MAIN PROGRAMS WITHIN THE SPORT
CATEGORY (DESK)
• ANALYSIS OF THE “L’APPELLO DEL MARTEDÌ” AND ITS
MODERATION MODES (DESK)
• EVALUATION OF THE PRIORITIES EXPRESSED BY THE
AUDIENCE VS. THE DIFFERENT CATEGORY ELEMENT
(FIELD)
OUTPUT
• DEFINITION OF THE WINNING SHOWS
• CORRECTION OF THE SPEECH STYLES NOT SUITABLE
FOR THE TARGET
OBJECTIVES
MEDIASET
4.4 Media marketing&planning/case history

35. 35
PEDAGOGICAL
STYLE
INFORMAL
STYLE
INFORMATIVE
STYLE
COMPLICIT
STYLE
Quelli che il calcio
90°minuto Galagoal Mai dire goal
Domenica
Sportiva
Domenica
Sprint
L’appello del Martedì
Processo del lunedì
MEDIASET
4.4 Media marketing&planning/case history

36. • A/ SUPPORT TO THE CREATION OF WEBSITES
• B/ IMPLEMENTATION OF THE WEBSITE DISTINCTIVENESS
• C/ WEB USABILITY
• D/ CONSISTENCY OF THE WEBSITE WITH THE MIX
METHODOLOGY
• ANALYSIS OF THE COMBINED WORK OF THE DIFFERENT
CODES, THE INTERACTIVE MOMENTS AND THE
RECORDING OF THE CONVEYED VALUES (DESK)
• WEB WORKSHOP (FIELD)
OUTPUT
• INDICATION OF THE MOST APPROPRIATE MIX OF
SOUND, VISUAL, VERBAL , DYNAMIC, PROXEMIC AND
INTERACTIVE CODES TO TRANSLATE AT BEST THE
STRATEGIC OBJECTIVES
• USABILITY OPTIMIZATION
OBJECTIVES
NEW MEDIA AS VEHICLES TO DISCOURSES SUPPORTED BY THE
USAGE OF INTERACTIVE AND DYNAMIC CODES
4.5 Web site evaluation

37. • CLARIFICATION OF THE READING ROUTE BUILT FOR
USERS
• ASSESSMENT OF THE LIKING, THE CONSTRUCTED
RELATION, THE OVERALL ERGONOMICS, THE
EFFECTIVE ROUTES
METHODOLOGY
• ANALYSIS OF THE COMMUNICATIVE FUNCTIONING OF
THE WEBSITE ACCORDING TO THE USED CODES
(DESK)
• WEB WORKSHOP (FIELD)
OUTPUT
• OPERATIONAL RECOMMENDATIONS ABOUT
INTERFACE AND ERGONOMIC / FUNCTIONAL
ASPECTS
OBJECTIVES
4.5 Web site evaluation/case history
GAME ON (E-biscom)

38. 38
4.5 Web site evaluation/case history
GAME ON (E-biscom)

39. • A/ CREATIVE NAME TEST
• B/ EVALUATION NAME TEST
METHODOLOGY
• OPENING OF THE CONCEPT SEMANTIC AXES
• IDENTIFICATION OF DENOTATIONS AND
CONNOTATIONS
• BROADENED CREATION
------
• ANALYSIS OF THE MEANING ROUTE OF THE
ALTERNATIVE CHOICES
• EVALUATION OF THE RELEVANCE TO THE
POSITIONING
OUTPUT • OPTIMIZATION OF THE CREATIVE CHOICE
OBJECTIVE
• THE NAME RECALLS THE BRAND VALUE AND DETERMINES ITS ROLE
• IT ESTABLISHES THE RELATION WITH THE RECEIVER
4.6 Name test

40. • RE-POSITIONING OF A “SPECIALTY SIZING” BRAND
(GRUPPO MASKA)- TOWARDS A DEFINITION
SOUNDING MORE SENSITIVE TO “FASHION”
PRODUCTS
• REASSURE AND VALORIZE THE RECEIVER
METHODOLOGY
• IDENTIFICATION AND EXTENSION OF THE SEMANTIC
AXES RELATED TO THE POSITIONING CONCEPT
• EXTENSION OF THE DENOTATIVE AND CONNOTATIVE
ROUTES AND BROADENED CREATIVITY
• STRUCTURING THE CREATED NAMES ACCORDING TO
THE DIFFERENT RELEVANCE AREAS IN RELATIONSHIP
WITH THE NEW POSITIONING
OUTPUT
• CHOICE OF A NARROW RANGE OF NAMES TO BE
TESTED IN FIELDWORK
OBJECTIVE
GRUPPO MASKA (CREATIVE NAME TEST)
4.6 Name test/case history

41. 41
4.6 Name test/case history
GRUPPO MASKA/AREE NAMING
Ø EMOTIONALITY
• Senso
• Rendez – vous
• Melodie
Ø QUALIFICATION
• Allure
• Profilo
• Contemporary
Ø TEMPERAMENT-
ALITY
• Mania
• Verve
• Mood
Ø EMBODIMENT
• Desirée
• Manon
• Gala

42. • CHOICE AMONG ALTERNATIVE CREATIVE ROUTES
• ASSESSMENT OF THE UNDERSTANDABILITY OF THE
SIGNIFYING SYSTEMS USED
METHODOLOGY
• SCREENING OF THE COMPETITIVE PANORAMA
• ANALYSIS OF THE RELATION BETWEEN CODES AND
LOGICAL FUNCTIONING OF THE DISCOURSE
• EVALUATION OF THE MEANING ROUTE OF THE
COMMERCIAL
OUTPUT
• OPTIMIZATION OF THE COMMUNICATION
• EVALUATION AND VERIFICATION OF THE EFFICACY
• SELECTION OF THE OPTIMAL CREATIVE ROUTES
OBJECTIVE
• ADVERTISING AS RELATION BETWEEN CODES AND VALUES
• ADVERTISING AS STORYTELLING AND DISCOURSE
4.7 Copy test

43. • TARGET/ BRAND APPROACH
METHODOLOGY
• IDENTIFICATION OF THE RELEVANT FEATURES OF THE
MESSAGE AT DIFFERENT LEVELS (CODES, DISCOURSE,
NARRATIVITY, VALUES)
• IDENTIFICATION OF THE TONE OF VOICE (→
COLDNESS AND DREAM INACCESSIBILITY)
• IDENTIFICATION OF THE POSITIONING (→ SURREALITY)
OUTPUT
• INTERVENTION ON THE TONE OF VOICE AND ON
CODES, BUT PRESERVATION OF THE SURREAL POLE
→ VALORIZATION OF THE PRODUCT, OF THE BRAND
→ FURTHER EVALUATION AND INCLUSION OF THE
RECEIVER
OBJECTIVE
BVLGARI PRINT CAMPAIGN
4.7 Copy test/case history

44. 44
4.7 Copy test/case history
BVLGARI PRINT CAMPAIGN

45. • ORIENT THE CREATIVE STAGE (CHOICE AMONG THE
MOCK-UPS)
• ADAPT THE COMMUNICATION TO THE EXISTING
PRODUCT
• EVALUATE THE ACTUAL COMPETITIVENESS
• IDENTIFY CONSISTENCY AND RELEVANCE AMONG
PACK AND BRAND AND MARKETING MIX
METHODOLOGY
• ANALYSIS OF THE CODES IMPLIED IN THE PACKAGING
• ANALYSIS OF THE RECORDED DIFFERENCES
COMBINATION MODES AND ARRANGEMENT OF THE
MEANING
OUTPUT
CHOICE OF THE OPTIMAL PACK ACCORDING TO THE
COMMUNICATION EFFICACY
OBJECTIVE
THROUGH THE SIGNIFIER, THE PRODUCT SIGNIFIED IS
CONVEYED
4.8 Pack test

46. • IDENTIFY THE CODES RELATED TO EACH VISIBLE
BRAND IN VIEW OF THE LAUNCH OF THE NEW
CAMEMBERT
METHODOLOGY
• ANALYSIS RELEVANT FEATURES
( →MATERIALS / LABEL / LETTERING / COPY / GRAPHICAL
SIGNS / COLORS)
• EVALUATION OF SIMILARITIES AND DIFFERENCES
• EVALUATION OF SYMBOLIC AND SEMIOTIC
FUNCTIONS
OUTPUT
IDENTIFICATION OF THE POSITIONING NEXT TO THE POLES:
• MODERNITY → PRESERVATION AND PORTABILITY
• TRADITION → OLD-SCHOOL MANUFACTURING
• ORIGINALITY → VALORIZATION OF THE DIFFERENCE/
NEWNESS
• SPECIALTY → COUNTRY CONNOTATION
OBJECTIVES
CAMEMBERT
4.8 Pack test/case history

47. 47
4.8 Pack test/case history
CAMEMBERT

48. • EVALUATE RELEVANCE AND ALIGNMENT TO THE
STRATEGY
• EVALUATE CONSISTENCY, DISTINCTIVENESS,
MODERNITY
METHODOLOGY
• ANALYSIS PER AREAS:
→ NAME / FORMAL STRUCTURE/ LETTERING/ COLORS
• COMPARISON SURVEY OF THE COMPETITIVE
SCENARIO
OUTPUT
• IDENTIFICATION OF THE CHANCES FOR THE CHOSEN
CODES
• IMPROVEMENT OF THE COMMUNICATION EFFICACY
OBJECTIVES
LOGO AS COMBINATION OF EXPRESSIVE FEATURES
SHOWING STABILITY AND DIFFERENCE
4.9 Assessment of the logo

49. • EVALUATE THE MODERNITY AND CONSISTENCY OF THE
POSITIONING
METHODOLOGY
• IDENTIFICATION OF THE RELATIONS BETWEEN THE
EXPRESSIVE AND SEMANTIC FEATURES
• IDENTIFICATION OF THE UNDERLYING DISCOURSE
CONFIGURATIONS
OUTPUT
• CONFIRMATION OF MODERNITY AND RELEVANCE OF
THE LOGO ACCORDING TO THE “IDEAL” RECEIVER
AND ITS MARKET POSITIONING DISTINCTIVENESS
OBJECTIVES
MTV
4.9 Assessment of the logo/case history

50. 50
4.9 Assessment of the logo/case history
MTV

51. • TRENDS QUALITATIVE FORECASTING
• IDENTIFY NEW TREND INFLUENCE NICHES AND
POTENTIALS
• KNOWLEDGE OF THE TREND DYNAMICS
• SUPPORT CUSTOM-MADE RESEARCHES
METHODOLOGY
• INTERNATIONAL CONTINUOUS MONITORING AND
YEARLY MAPPING
• DECLINATION ON THE BASES OF CATEGORY AND
CUSTOM SCENARIOS
OUTPUT
• MANAGEMENT OF THE CATEGORY CODES AND
COMMUNICATION INFLUENCES
• EVALUATION OF THE POSITIONING RELATION BETWEEN
BRAND AND TREND
OBJECTIVES
SCENARIOS AS TRENDS OBSERVERS, SYSTEMS MADE OF
PROPELLING VALUES AND STRATEGIC CONCEPTS
4.10 Scenario analysis

52. • IDENTIFY THE INVESTMENT OPPORTUNITY FOR THE
BRAND PUPA – IN A NEW PERFUME RANGE – WITHIN
THE SOCIAL TREND
METHODOLOGY
• SCENARIO ANALYSIS CONCERNING THE SOCIAL
TREND (DESK)
• GROUP DISCUSSIONS TO VERIFY THE RELEVANCE OF
THE TREND ITSELF WITHIN THE CORE TARGET
OUTPUT
• IDENTIFICATION OF THE APPROPRIATE INVESTMENT
AREA FOR THE NEW PERFUME BY PUPA
→ DOSAGE OF THE CODES, BENEFIT, MEDIATION WITH
THE TREND
OBJECTIVES
PERFUME BY PUPA
4.10 Scenario analysis /case history

53. 53
4.10 Scenario analysis /case history
PUPA/TRENDS

54. THE BRAND AS SEMIOTIC SUBJECT
THE RESEARCH
OPPORTUNITIES
WHAT IS SEMIOTICS 1
2
3
CASE HISTORIES4
Index
54
BIBLIOGRAPHY
5
6
USAGE INSTRUCTIONS

55. 5. Usage instructions
55
Ø MAKE A CLEAR DISTINCTION BETWEEN SEMIOTICS AND SEMIOLOGY: THE FIRST
ONE “DRILLS” THE TEXT SURFACE AND QUALIFIES THE DIFFERENCES, THE
SECOND ONE IS RESTRICTED TO THE IDENTIFICATION OF IMMEDIATE AND
ASSOCIATED MEANINGS
Ø COMBINE THE DESK RESEARCH WITH THE FIELDWORK, THE SEMIOTIC
APPLICATION IS NOT A “PERIPHERAL”, EXTERNAL TO THE RESEARCH MATTER, IT
IS THE KEYSTONE TO UNDERSTAND THE COMPLEXITY OF THE
COMMUNICATIONAL RELATIONS
Ø REQUIRE A SIMPLE AND OPERATIONAL LANGUAGE: SEMIOTICS RELIES ON THE
CONCRETENESS OF THE ANALYTICAL IN-DEPTH EXPLORATION FROM ITS
TEXTUAL NATURE.

56. THE BRAND AS SEMIOTIC SUBJECT
THE RESEARCH
OPPORTUNITIES
WHAT IS SEMIOTICS 1
2
3
CASE HISTORIES4
Index
56
BIBLIOGRAPHY
5
6
USAGE INSTRUCTIONS

57. 6. Bibliography
57
• Ceriani, G. (2001), Marketing moving: l’approccio semiotico
(FrancoAngeli, Milano)
• Ceriani, G. (2007), Hot spot e sfere di cristallo (FrancoAngeli, Milano)
• Ferraro, G. (1987), Strategie di immagine (Centro Scientifico Editore,
Torino)
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58. baba designs and develops qualitative and quantitative market research, and scenario
analyses for strategic marketing applications
It offers a comprehensive system of research and consulting services that results from an
integrated approach with marketing-oriented semiotics and anthropology of consumption; it
operates in Italy and abroad via a network of international partners
It caters for ongoing monitoring of international trends, ad hoc scenarios, market
strategy and research aimed at assessing and positioning products and communication, brand
equity, pre/post testing, naming, website evaluation and creation of new concepts
Trusted by: Alberto Cremona, Alcantara, Alitalia, Amadori, Arclinea, Armando Testa, Artsana,
Avantgarde, Barilla,Bauli, Bassetti,Bonduelle, BottegaVerde, CandiaItalia,
CarréNoir,CostaCrociere, Deborah Italia, Ebay,EdizioniS.Paolo, Enel, ERG, Frette,
FuturebrandGiò Rossi Associati,Geox, Gruppo AFIN, Gruppo Coin, Hachette, Henkel, Hilti Italia,
H3G, IGP Decaux, Il Sole 24 Ore, IntesaSanpaolo, La7, Lovable, ManifattureBianchetti,
Mediaset, Modafil, MTV, Nespresso, Nestlé, Novartis, Panzani, Philip Morris, Publicis, Pupa, Rai,
Recordati, Sigma Tau, SistemaModa Italia, Spirale Arte, Telecom, Unicredit, Unilever,
Vichy,Whirpool, Zambon, Zucchi
BABA
Market Research and Scenario
Alzaia Naviglio Pavese 52- 20143 Milan
- tel. +39.02.83241678/fax +39.02.89419298
www.babaconsulting.com
baba