Location
Grand Wailea, Hawaii
Event Website
https://hicss.hawaii.edu/
Start Date
8-1-2019 12:00 AM
End Date
11-1-2019 12:00 AM
Description
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.
A Visual Inquiry Tool for Brand Identity
Grand Wailea, Hawaii
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.
https://aisel.aisnet.org/hicss-52/cl/visual_tools/5