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The networked brand identityTuesday, 5 August 2014
Roelof P. van den Berg
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Setting 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
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Outline
1. Introduction
• Research Question
• Relevance
• Methodology
2. Results
3. Discussion
4. Conclusion
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Introduction – Research Question
How to manage the corporate brand
of Sense Observation Systems
so as to encompass
the principles on end-user privacy
present within the corporation?
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Introduction – Relevance
practical
• advice fitting Sense
• insight for communication manager
scientific
• distributed brand management
• includes non-manageable influencers
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Introduction – Methodology (1/2)
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Introduction – Methodology (2/2)
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Outline
1. Introduction
2. Results
• Privacy
• Network
• Advice
3. Discussion
4. Conclusion
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Results – Privacy (1/2)
• 5 aspects related to Sense
• openness and transparency
• individual participation
• use limitation
• reasonable security
• accountability
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Results – Privacy (2/2)
• 2 new aspects related to Sense
• individual ownership
• company access denial
• 2 aspects not related to Sense
• collection limitation
• data quality
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• 6 identity types
related
to the corporate brand
• containing 75 actors
• linked to privacy
aspects
• reduced to 10
representative clusters
Results – Network - Actors
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Results – Network - Clusters
• extensive• selective
• media
• market
• old• new
• Almende• health• sports
• vision
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Results – Advice – Landscapes
v.s. Reasonable SecurityUse Limitation
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Results – Advice – Practical
choose frame of reference
• functional features
• symbolic features
develop stable elements
1. corporate slogan
2. showcase product
3. market strategy
(explicit)
4. corporate vision
(explicit)
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2
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Outline
1. Introduction
2. Results
3. Discussion
• Novelties
• Process
• Future work
4. Conclusion
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Discussion – Novelties (1/2)
in privacy research
• insight in distribution of privacy values
• new privacy aspects
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Discussion – Novelties (2/2)
in brand management
• insight through visual representation
• inner- and intra-identity alignment
• personnel and product identity
• expanded use of link types
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Discussion – Process
Possible bias at
• selection of respondents
• projection bias
• Interpretation of data
• observer bias
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Discussion – Future Work
• validation by communication professionals
• determining similarity measures
• improving visual representation
• identifying change over time
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Outline
1. Introduction
2. Results
3. Discussion
4. Conclusion
• Research Question
• Conclusion
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Conclusion – Research Question
How to manage the corporate brand
of Sense Observation Systems
so as to encompass
the principles on end-user privacy
present within the corporation?
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Conclusion
• brand management tool
• provides insight
• informed decisions
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The networked brand identityTuesday, 5 August 2014
Roelof P. van den Berg
24 / 23Roelof P. van den Berg
Appendix – Actor Clusters (1/3)
• extensive• selective
• media
• market
• old• new
• Almende• health• sports
• vision
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Appendix – Actor Clusters (2/3)
• Personnel identity
• Product identity
• Communicated
identity
limited in their expressions on privacy
wide vocabulary on privacy
many Sense products, incl. back-end
systems
small cluster covering recent Sense
products
online media, conferences, press media
selective
extensive
old
new
media
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Sense’s siblings, and its parent company
organizations keen on keeping data access
restricted
organizations interested in sharing everything
competitors, legislators, the ideal place in the
market
Sense’s top management
Appendix – Actor Clusters (3/3)
• Conceived identity
• Ideal identity
• Desired identity
Almende
health
sports
market
vision
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Appendix – Privacy Landscapes (1/2)
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Appendix – Privacy Landscapes (2/2)
In literature and interviews Interviews only
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Appendix – Observer Bias (1/2)
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Appendix – Observer Bias (2/2)
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