A Visual Inquiry Tool for Brand Identity

2019 | HICSS | Citations: 10

Authors: Elikan, Dina

Abstract: Brand identity is of paramount importance for companies. Owing to the advancemen ... Expand

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. Collapse

Topics: knowledge representation participatory design ease of use perceived usefulness systems development

Methods: ontological modelling design science design methodology literature sample upper ontology

Theories: boundary objects theory theory of affordance

Foundations of a visual tool for brand identity

2018 | European Conference On Information Systems | Citations: 1

Authors: Elikan, Dina; Pigneur, Yves

Abstract: Brand Identity is of paramount importance for organisations today. Due to the ad ... Expand

Abstract: Brand Identity is of paramount importance for organisations today. Due to the advancement of technology, faster innovation, growing competition and more demanding consumers, managing a brand is becoming more and more complex. Therefore, organisations need a consistent portrayal to create a single, compelling representation of themselves. Entrepreneurs in Startups and SMEs need to have a clear branding strategy: a narrative that defines the company’s vision, inspires employees and others, and remains relevant through changes. This paper aims to present a systematic literature review that uncovers the key concepts of corporate brand identity, in order to lay the foundation for the development of a brand identity ontology. This ontology will be the first step towards the development of a strategic tool that helps entrepreneurs co-design their brand identity, in order to express and communicate a clear and consistent image to all their stakeholders. This paper also adds to the averment of emerging stream of research in Information Systems, that states that the Information Systems discipline, through its tradition in designing artefacts, has a role to play in the design of strategic management tools. Collapse

Topics: knowledge representation participatory design marketing management electronic finance usability

Methods: ontological modelling design methodology literature study structured literature research literature sample

Cyberspace: Towards an Ontology of the External Digital Contemporary Memory

2017 | Americas Conference on Information Systems | Citations: 6

Authors: Rodrigues, Jaqueline; BaiÃ, Fernanda

Abstract: Currently, denunciations, reports, news and questions about surveillance, invasi ... Expand

Abstract: Currently, denunciations, reports, news and questions about surveillance, invasion, and privacy violation emerge exponentially. Consequently, it seems fundamental to build up a debate on the construction and manipulation of the memories from the multiple subjects and society of the 21st Century, from the complex universe constituted within and through cyberspace, observed as the moving contemporaneous external digital memory. From the establishment of external memories throughout time, both for individuals and society, we discuss preliminary issues and explore the potentialities of cyberspace as an ontological model for the collective and individual memories. Collapse

Topics: knowledge representation

Methods: ontological modelling unified modeling language design science upper ontology unified foundational ontology