Yves Pigneur

Dina presented a visual inquiry tool for brand identity at HICSS

Brand identity is paramount 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.

Elikan, D., Pigneur, Y (2019) A Visual Inquiry Tool for Brand Identity. Proc. Hawaii International Conference on System Sciences (HICSS), IEEE Computer Society

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