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Título
Closing the Brand Gap through innovation and designFecha de publicación
2016Editor
Elsevier B.V.Palabras clave
Brand experienceCustomer 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. [-]
Versión del editor
http://dx.doi.org/10.1016/j.procir.2016.05.100ISSN
2212-8271Publicado en
Procedia CIRP Vol. 50. Pp. 112–116, 2016Tipo de documento
ArtículoVersión
PublicadoDerechos
© 2016 The AuthorsAcceso
Acceso abiertoColecciones
- Artículos - Ingeniería [309]
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