A heuristic for brand co-creation experience

Lelis, Catarina and Mealha, Oscar (2015) A heuristic for brand co-creation experience. CoDesign, 11 (2). pp. 83-98. ISSN 1571-0882

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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 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.

Item Type: Article
Subjects: Graphic arts
Social sciences > Communication and culture
Computing
Depositing User: Catarina Lelis
Date Deposited: 17 Feb 2016 12:57
Last Modified: 10 Nov 2016 12:49
URI: http://repository.uwl.ac.uk/id/eprint/1678

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