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Value Proposal: A Participatory Brand Construction Model

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Intelligent Sustainable Systems


The brand is not only from the Unagotion, goes further, it is as if the consumer inner-Izara the product or service. It is searching from consistency, preubey, pursuit, trust, content, and reaching the client, and these elements are the way for the construction of the brand. The corporate image is created from a cultural internalization of management and will be reflected in the identity that will be reflected toward the whole world, and this design is born from the participation of the designer and the senior executives, who transform the ideas through the use of tools innovative The objective of this research is to generate a model that integrates the use of the business model canvas and participatory design, identifying the value proposition of the company. By using a heuristic matrix, which plasma the differentiating elements of the company, iconic elements represent them, together with the colors and typographies that together build the brand with its components: (1) morphology, (2) color, and (3) typography. The participatory design of the actors at each stage accelerates the brand construction, the results are integrated into the best corporate identity, and resistors are avoided in their adoption.

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Correspondence to Carlos Borja-Galeas .

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Borja-Galeas, C., Arias-Flores, H. (2023). Value Proposal: A Participatory Brand Construction Model. In: Nagar, A.K., Singh Jat, D., Mishra, D.K., Joshi, A. (eds) Intelligent Sustainable Systems. Lecture Notes in Networks and Systems, vol 579. Springer, Singapore.

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