A Study on the Creation of Sustainable Organizational Value through Semiotics in the Luxury Brands

Today Luxury has become a strategy for selling and marketing products. Considering that the observations show that luxury brands do not always set the final price considering the cost of construction and pricing of competitors. so how does it create value and has it good sales with high prices? Sometimes the value of the client's vision and the organization is different with each other. In terms of organization sustainable value can be lower than materials and resources, and more profitability. The purpose of this study is to identify the strategies with semiotics for creating sustainable value by organizations. Therefore, using the Ferdinand de Saussure-Pierce semiotic model, some of the products designed by Porsche Design Company, as a case study, received a descriptive analytical report through observation and comparison. The findings showed that the value creation can't be simply due to the quality of parts and facilities. The result of the main factor of the behavior and performance of certain products that have a significant impact on the environment and humans is the result of using some of the meanings assigned to the product or brand. The luxury brands are also as follows. Luxury brands purely does not create value through quality, rather it seems that the value that it creates is a sustainable value through the semiotic system, which according to appropriate choice of the target group based on the basis of sociology analysis.