Heuristic for brand artefacts co-design: a computer-mediated proposal

Lelis, Catarina ORCID: https://orcid.org/0000-0003-4402-8876 and Mealha, Oscar (2015) Heuristic for brand artefacts co-design: a computer-mediated proposal. CoDesign, 11 (2). pp. 83-98. ISSN 1571-0882

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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
Identifier: 10.1080/15710882.2015.1054840
Additional Information: © 2015 Taylor & Francis. This is an Author's Accepted Manuscript of an article published in CoDesign, Volume 11, Issue 2, available online at: https://doi.org/10.1080/15710882.2015.1054840.
Keywords: brand artefacts, co-design, employees, heuristic, computer-mediated communication
Subjects: Graphic arts
Social sciences > Communication and culture
Depositing User: Catarina Lelis
Date Deposited: 17 Feb 2016 12:57
Last Modified: 06 Feb 2024 15:43
URI: https://repository.uwl.ac.uk/id/eprint/1678


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