A design framework of branded mobile applications

Abstract

Mobile phone applications have received intensive attention by marketers due to the high engagement of users and its positive persuasive impact on brand. However, how can companies get on the right track of designing branded apps? Little research has been done on the identification of the elements which can be used to design branded apps strategy. Our research aims to offer a design framework of branded apps by identifying constructs from the perspective of company, user and technology respectively. By evaluating 84 mobile apps from top 11 FMCG (Fast Moving Consumer Goods) brands, we examine the usage of mobile interaction, social interaction and brand interaction in current branded apps design.