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Heuristic for brand artefacts co-design: a computer-mediated proposal
| Content Provider | Scilit |
|---|---|
| Author | Lelis, Catarina Mealha, Óscar |
| Copyright Year | 2015 |
| Description | Brands undeniably constitute a significant asset for a company and are usually specified in its organisational strategy. Typically, employees are not invited to participate in debates or decisions about branding since they access brand information in a unidirectional way. Many of them do not even know how to convey appropriate messages and fail to recognise the importance of brand consistency. In this article we propose a heuristic for an interaction structure aimed at brand artefact co-design, through a computer-mediated platform, so that employees may learn about the brand, develop brand knowledge, propose meaningful brand artefacts and manage the evaluation of their peers' proposals. We prepared a non-functional prototype of a Participatory Brand Centre and tested it in focus group sessions with the University of Aveiro's employees. We found that though our proposal is consistent with employees' brand-related needs, authorship is a sensitive issue. |
| Related Links | http://repository.uwl.ac.uk/id/eprint/1678/1/Heuristic%20for%20brand%20artefact%20co-design%20_FinalSubmission.pdf |
| Ending Page | 98 |
| Page Count | 16 |
| Starting Page | 83 |
| ISSN | 15710882 |
| e-ISSN | 17453755 |
| DOI | 10.1080/15710882.2015.1054840 |
| Journal | CoDesign |
| Issue Number | 2 |
| Volume Number | 11 |
| Language | English |
| Publisher | Informa UK Limited |
| Publisher Date | 2015-04-03 |
| Access Restriction | Open |
| Subject Keyword | Journal: Codesign Business and Management Computer Mediated Communication Heuristic Co Design |
| Content Type | Text |
| Resource Type | Article |
| Subject | Computer Graphics and Computer-Aided Design Architecture Visual Arts and Performing Arts |
