Brand Building Through Personal Data, An Intellectual Asset Perspective A case study on how Ågrenska can strategically work with brand building through claiming and utilizing personal data assets by implementing storytelling as a utilization tool

Abstract

The essay emphasizes the importance of using storytelling, incorporating personal data such as videos, pictures, and quotes, to effectively communicate the values and impact of Ågrenska, an organization with a history of protecting individuals with disabilities and rare diseases and their families. While there is hesitation regarding the usage of personal data due to privacy concerns and regulatory compliance, many participants at Ågrenska actively engage in social media to advocate for themselves and raise awareness. The essay aims to investigate how Ågrenska in an ethical and sustainable manner can claim and utilize the partakers' personal data as intellectual assets for their organization, particularly in brand building. The research questions revolve around the ethical and sustainable utilization of personal data as intellectual assets for brand building, understanding the desired personal data collection, using personal data in storytelling for brand visualization, and managing and protecting personal data as intellectual assets. The conclusions are that by collecting personal data encompassing various stakeholders, including individuals with disabilities or diseases, their families, staff, and professionals, Ågrenska can strengthen its brand and empower participants. Genuine stories based on true events can enhance brand recall, awareness, and associations, while also increasing trust and advocacy. Personal data, such as narratives, can be claimed as intellectual assets alongside other forms of data, such as text, pictures, audio, videos, and illustrations. To utilize personal data ethically and sustainably, Ågrenska needs to establish consent collection and removal processes, promoting co-creation and building trustful relationships with stakeholders. The IAM framework can provide a systematic approach for managing personal data in brand building, including categorization, consent management, and usage guidelines. By effectively managing personal data, addressing concerns, promoting transparency, and upholding trust and brand integrity, Ågrenska can navigate the complexities and hesitations surrounding personal data usage while empowering individuals and strengthening their brand.