Lelis, Catarina and Mealha, Oscar (2014) BEODE — Brand Experience Oriented Design Environments. BrandTrends, Journal of Strategic Communication and Branding, 6 (6). pp. 6-18.
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Organizational brand identity must be common and available to every employee; with consistent and participatory intentions, employees will
be able (and willing) to follow and cooperate in brand knowledge integration and brand construction. However, this is not true in most large organizations with important brands and strong both brand and human
resources strategies; brand centers are unidirectionally fed and the organizational brand is still decided by few specialized individuals. This paper analyzes five online brand centers aiming at the understanding
of what components do online brand centers need to allow employees’ participation in brand construction.
The authors introduce the Brand Experience Oriented Design Environment framework that can be used to develop brand centers as open systems, providing brand experience and brand knowledge co-creation
Social sciences > Communication and culture
|Depositing User:||Catarina Lelis|
|Date Deposited:||17 Feb 2016 12:48|
|Last Modified:||10 Nov 2016 12:49|
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