Renovação de marca à luz do design inclusivo: reflexões sobre o Rebranding do Google workspace
With the continuous technological progress, consumers nowadays have become increasingly more demanding, aware, and protagonists in the relationship between a brand and its public. To meet this novel customer profile, large corporates such as Google have implemented changes in their products, service...
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| Formato: | bachelorThesis |
| Idioma: | pt_BR |
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Universidade Federal do Rio Grande do Norte
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| Endereço do item: | https://repositorio.ufrn.br/handle/123456789/48576 |
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| Resumo: | With the continuous technological progress, consumers nowadays have become increasingly more demanding, aware, and protagonists in the relationship between a brand and its public. To meet this novel customer profile, large corporates such as Google have implemented changes in their products, services, and their identity as brands. The purpose of this research is to analyze the recent Google Workspace rebranding process as well as the changes promoted by it, and how it behaves considering the principles of Inclusive Design. To achieve the aimed results, netnography (KOZINETS, 2007) and Inclusive Design (GOMES, 2018) were employed as methodological inputs. Through them, it was possible to identify a lack of inclusion along with some flaws in the execution of rebranding by Google according to Inclusive Design. In light of these results, this study suggests possible solutions to render design and communication more inclusive. |
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