Publicado en
Procedia CIRP
Vol. 50. Pp. 112–116, 2016
Palabras clave
Brand experience
Customer experience
Innovation
Design ... [+]
Brand experience
Customer experience
Innovation
Design
Brand gap [-]
Resumen
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 t ... [+]
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 what the customer perceive referred to as the Brand Gap.This paper presents a tool to identify innovation and design opportunities through the Brand Gap.The tool aims to help companies narrowing the gap between brand values and customer experience through innovation and design. The study explores different levels for opportunity identification (short, medium andlong term) and it suggests thatto take an experience perspective, brandscanstart identifying opportunities based on the Brand Gap. [-]
