A Visual Inquiry Tool for Brand Identity
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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.
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10 pages
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Conference Paper
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Proceedings of the 52nd Hawaii International Conference on System Sciences
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Attribution-NonCommercial-NoDerivatives 4.0 International
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