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Heuristic for brand artefacts co-design : a computer-mediated proposal
| Content Provider | Semantic Scholar |
|---|---|
| Author | Lélis, Catarina Mealha, Óscar |
| Copyright Year | 2016 |
| Abstract | 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 recognize the importance of brand consistency. In this paper 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. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | https://repository.uwl.ac.uk/id/eprint/1678/1/Heuristic%20for%20brand%20artefact%20co-design%20_FinalSubmission.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
