Application of semiotics in marketing the Uber story

Abstract

Semiotics plays a key role in communicating the needs and wants of the target market and in building the brand. Many successful brands such as Maggi, Sunfeast Dark Fantasy etc have a holistic approach in Semiotics and have coherent packaging, advertisement, print ads, tagline etc. But many of the brands fail to communicate customers what the brand really stands for and have a communication gap in what they brand represents and what customers perceive. Today we see that many startups are competitively using promotions and marketing strategies to drive their market shares. We want to study one of such start-ups to understand how semiotics is used in their branding, advertisement and how customers perceive it. We tried to understand the following through this project.