BEODE — Brand Experience Oriented Design Environments

Lelis, Catarina ORCID: and Mealha, Oscar (2014) BEODE — Brand Experience Oriented Design Environments. BrandTrends, Journal of Strategic Communication and Branding, 4 (6). pp. 6-18. ISSN 2237-8529

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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 opportunities.

Item Type: Article
Keywords: Brand, Co-creation, Human Resources, Experience, Computer-Mediated Communication
Subjects: Graphic arts
Social sciences > Communication and culture
Depositing User: Catarina Lelis
Date Deposited: 17 Feb 2016 12:48
Last Modified: 06 Feb 2024 15:43

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