A Visual Inquiry Tool for Brand Identity
| dc.contributor.author | Elikan, Dina | |
| dc.contributor.author | Pigneur, Yves | |
| dc.date.accessioned | 2019-01-02T23:43:03Z | |
| dc.date.available | 2019-01-02T23:43:03Z | |
| dc.date.issued | 2019-01-08 | |
| dc.description.abstract | Brand identity is of paramount importance for companies. Owing to the advancement of technology, faster innovation, growing competition, and more demanding consumers, managing a brand is becoming increasingly complex. This is especially true for entrepreneurs in startups and SMEs, who may not have the knowledge and various resources to ensure a clear branding strategy. This paper describes the development, in three steps, of a visual collaboration tool that supports practitioners in SMEs and startups to collaboratively strategize their brand identity in a structured way. This paper reports the creation, demonstration, and a first evaluation of what we have called the Brand Identity Tool. | |
| dc.format.extent | 10 pages | |
| dc.identifier.doi | 10.24251/HICSS.2019.070 | |
| dc.identifier.isbn | 978-0-9981331-2-6 | |
| dc.identifier.uri | http://hdl.handle.net/10125/59497 | |
| dc.language.iso | eng | |
| dc.relation.ispartof | Proceedings of the 52nd Hawaii International Conference on System Sciences | |
| dc.rights | Attribution-NonCommercial-NoDerivatives 4.0 International | |
| dc.rights.uri | https://creativecommons.org/licenses/by-nc-nd/4.0/ | |
| dc.subject | Developing Visual Collaborative Tools | |
| dc.subject | Collaboration Systems and Technologies | |
| dc.subject | Brand Identity, Visual tool, Inquiry tool, Collaboration, Modelling | |
| dc.title | A Visual Inquiry Tool for Brand Identity | |
| dc.type | Conference Paper | |
| dc.type.dcmi | Text |
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