The networked brand identity

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The presentation slides of the public defense of my master's thesis for Science Communication at Delft University of Technology. The defended work is titled: The networked brand identity - Management support tool for tension analysis in brand identity networks concerning privacy. A final score of 8/10 was obtained for the project, the written thesis, and this presentation. The thesis can be found at: http://resolver.tudelft.nl/uuid:87d5c245-2cfe-4117-8b0b-2d937f86f93d The presentation video can be found at: https://www.youtube.com/watch?v=E0Kp5Zqqu60

Text of The networked brand identity

  • 1. 1 / 23The networked brand identityTuesday, 5 August 2014Roelof P. van den Berg

2. Roelof P. van den Berg 2 / 23Setting the scene Sense Observation Systems (Sense) develops smartphone apps builds context awareness using data is aware of associated risk to privacy wishes turn privacy into unique selling point 3. Roelof P. van den Berg 3 / 23Outline1. Introduction Research Question Relevance Methodology2. Results3. Discussion4. Conclusion 4. Introduction Research QuestionHow to manage the corporate brandRoelof P. van den Berg 4 / 23of Sense Observation Systemsso as to encompassthe principles on end-user privacypresent within the corporation? 5. Roelof P. van den Berg 5 / 23Introduction Relevancepractical advice fitting Sense insight for communication managerscientific distributed brand management includes non-manageable influencers 6. Introduction Methodology (1/2)Roelof P. van den Berg 6 / 23 7. Introduction Methodology (2/2)Roelof P. van den Berg 7 / 23 8. Roelof P. van den Berg 8 / 23Outline1. Introduction2. Results Privacy Network Advice3. Discussion4. Conclusion 9. Roelof P. van den Berg 9 / 23Results Privacy (1/2) 5 aspects related to Sense openness and transparency individual participation use limitation reasonable security accountability 10. Roelof P. van den Berg 10 / 23Results Privacy (2/2) 2 new aspects related to Sense individual ownership company access denial 2 aspects not related to Sense collection limitation data quality 11. 6 identity types relatedto the corporate brand containing 75 actors linked to privacy aspects reduced to 10representative clustersRoelof P. van den Berg 11 / 23Results Network - Actors 12. Results Network - ClustersRoelof P. van den Berg 12 / 23 extensive selective media market old new Almende health sports vision 13. Results Advice LandscapesUse Limitation v.s. Reasonable SecurityRoelof P. van den Berg 13 / 23 14. Results Advice Practicalchoose frame of reference functional features symbolic featuresdevelop stable elements1. corporate slogan2. showcase product3. market strategy (explicit)4. corporate vision (explicit)Roelof P. van den Berg 14 / 233 412 15. Roelof P. van den Berg 15 / 23Outline1. Introduction2. Results3. Discussion Novelties Process Future work4. Conclusion 16. Roelof P. van den Berg 16 / 23Discussion Novelties (1/2)in privacy research insight in distribution of privacy values new privacy aspects 17. Roelof P. van den Berg 17 / 23Discussion Novelties (2/2)in brand management insight through visual representation inner- and intra-identity alignment personnel and product identity expanded use of link types 18. Roelof P. van den Berg 18 / 23Discussion ProcessPossible bias at selection of respondents projection bias Interpretation of data observer bias 19. Roelof P. van den Berg 19 / 23Discussion Future Work validation by communication professionals determining similarity measures improving visual representation identifying change over time 20. Roelof P. van den Berg 20 / 23Outline1. Introduction2. Results3. Discussion4. Conclusion Research Question Conclusion 21. Conclusion Research QuestionHow to manage the corporate brandRoelof P. van den Berg 21 / 23of Sense Observation Systemsso as to encompassthe principles on end-user privacypresent within the corporation? 22. Roelof P. van den Berg 22 / 23Conclusion brand management tool provides insight informed decisions 23. 23 / 23The networked brand identityTuesday, 5 August 2014Roelof P. van den Berg 24. Appendix Actor Clusters (1/3)Roelof P. van den Berg 24 / 23 extensive selective media market old new Almende health sports vision 25. Appendix Actor Clusters (2/3)limited in their expressions on privacywide vocabulary on privacymany Sense products, incl. back-end systemssmall cluster covering recent Sense productsRoelof P. van den Berg 25 / 23 Personnel identity Product identity Communicated identityonline media, conferences, press mediaselectiveextensiveoldnewmedia 26. Appendix Actor Clusters (3/3) Conceived identitySenses siblings, and its parent companyorganizations keen on keeping data access restrictedorganizations interested in sharing everythingcompetitors, legislators, the ideal place in the marketRoelof P. van den Berg 26 / 23Senses top managementAlmendehealthsports Ideal identitymarket Desired identityvision 27. Appendix Privacy Landscapes (1/2)Roelof P. van den Berg 27 / 23 28. Appendix Privacy Landscapes (2/2)In literature and interviews Interviews onlyRoelof P. van den Berg 28 / 23 29. Appendix Observer Bias (1/2)Roelof P. van den Berg 29 / 23 30. Appendix Observer Bias (2/2)Roelof P. van den Berg 30 / 23