ABSTRACT
The relationship between user and brand is still an area little explored by cognitive ergonomics. This motivates an improved analysis and discussion about the process of collaborative design in the relationship between user and brand during the post-product development. Thus, this paper presents an analysis of communication between user and brand and multisensory effects resulting from this process that can stimulate and induce the purchase. This work is based on an exploratory literature concerning the Product Development Process (2) and promotes theoretical review of collaborative design (3), in order to identify the strategies adopted in the management of sensory communication of a brand, the process of interaction and sharing in the relationship between user and brand in the building the product image (4). Correlates studies and presents qualitative results (5) that show a new approach to the cognitive aspects of multisensory brand. This approach can help designers in the management of communication to enhance the communication performance during insertion of the product in commerce.
