• Closing the Brand Gap through innovation and design 

      Gonzalez Ochoantesana, Itsaso; Val, Ester; Justel Lozano, Daniel; Iriarte, Ion (Elsevier B.V., 2016)
      Existing brands already have certain products and services that generate a particular experience in the mindof custome.However, distortions exist between what the brands what to communicate and ...
    • A Framework For Product Design Based On Semantic Attribution Process 

      Gonzalez Ochoantesana, Itsaso; Iriarte, Ion; Justel Lozano, Daniel; Val, Ester (Taylor & Francis, 2017)
      Existing brands already have certain products that generate a particular experience in customer minds. Every time a customer’s interacts with of brand’s products and related touchpoints, the customer form an idea about the ...