{"id":213,"date":"2019-03-20T16:58:10","date_gmt":"2019-03-20T15:58:10","guid":{"rendered":"http:\/\/wp.unil.ch\/vcl\/?p=213"},"modified":"2019-03-20T17:00:05","modified_gmt":"2019-03-20T16:00:05","slug":"brand-identity-presented-at-hicss-2019","status":"publish","type":"post","link":"https:\/\/wp.unil.ch\/vcl\/brand-identity-presented-at-hicss-2019\/","title":{"rendered":"Brand identity presented at HICSS 2019"},"content":{"rendered":"<p><em><img alt=\"\" loading=\"lazy\" decoding=\"async\" class=\"size-thumbnail wp-image-215 alignleft\" src=\"https:\/\/wp.unil.ch\/vcl\/files\/2019\/03\/Capture-d\u2019e\u0301cran-2019-03-20-a\u0300-16.59.14-150x150.png\" alt=\"\" width=\"150\" height=\"150\" srcset=\"https:\/\/wp.unil.ch\/vcl\/files\/2019\/03\/Capture-d\u2019e\u0301cran-2019-03-20-a\u0300-16.59.14-150x150.png 150w, https:\/\/wp.unil.ch\/vcl\/files\/2019\/03\/Capture-d\u2019e\u0301cran-2019-03-20-a\u0300-16.59.14-100x100.png 100w\" sizes=\"auto, (max-width: 150px) 100vw, 150px\" \/>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.<\/em><\/p>\n<p>&nbsp;<\/p>\n<p>The paper can be found <a href=\"https:\/\/scholarspace.manoa.hawaii.edu\/bitstream\/10125\/59497\/1\/0057.pdf\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>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 [&hellip;]<\/p>\n","protected":false},"author":1002194,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-213","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"_links":{"self":[{"href":"https:\/\/wp.unil.ch\/vcl\/wp-json\/wp\/v2\/posts\/213","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/wp.unil.ch\/vcl\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/wp.unil.ch\/vcl\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/wp.unil.ch\/vcl\/wp-json\/wp\/v2\/users\/1002194"}],"replies":[{"embeddable":true,"href":"https:\/\/wp.unil.ch\/vcl\/wp-json\/wp\/v2\/comments?post=213"}],"version-history":[{"count":0,"href":"https:\/\/wp.unil.ch\/vcl\/wp-json\/wp\/v2\/posts\/213\/revisions"}],"wp:attachment":[{"href":"https:\/\/wp.unil.ch\/vcl\/wp-json\/wp\/v2\/media?parent=213"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/wp.unil.ch\/vcl\/wp-json\/wp\/v2\/categories?post=213"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/wp.unil.ch\/vcl\/wp-json\/wp\/v2\/tags?post=213"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}