Building brand value through technical instruction - a case study in the use of a qualitative analysis method.

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dc.contributor.author Linnell, Paul
dc.date.accessioned 2010-04-14T10:50:05Z
dc.date.available 2010-04-14T10:50:05Z
dc.date.issued 2009-05-06
dc.identifier.citation Linnell, P. (2009) Building brand value through technical instruction - a case study in the use of a qualitative analysis method. 2009 Society for Technical Communication Summit, Atlanta, Georgia, 2-6 May en
dc.identifier.uri http://hdl.handle.net/2086/3713
dc.description.abstract The instruction manual is the primary document that enables inexperienced users to understand and operate unfamiliar technological products. This paper proposes that the manual is also a significant brand document and therefore part of the producer’s communication with the new user. In practice, most current producers and suppliers of high technology consumer goods continue to ignore the user manual’s brand communication potential. The manual has developed a reputation for unacceptably low levels of user comprehension and engagement and document retention. Previous analytical methods for graphic instructions are inadequate to verify these deficiencies. They are limited through empirical methodology, restricted contexts and artificial analysis conditions. The primary aim of this paper is to demonstrate a qualitative analysis method based on broader graphic communication criteria. In application of this method, a case study of pre- and post-purchase brand documents will be analyzed and general principles drawn which both reinforce the importance of the user manual in the continuity of brand communication and demonstrate the validity of a qualitative methodology in identifying this. en
dc.language.iso en en
dc.publisher Society for Technical Communication en
dc.subject graphic design en
dc.subject qualitative methods en
dc.subject instructional literature en
dc.title Building brand value through technical instruction - a case study in the use of a qualitative analysis method. en
dc.type Conference en
dc.peerreviewed Yes en


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