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Closing the Brand Gap through innovation and design

González Ochoantesana, Itsaso; Val Jauregi, Esther; Justel Lozano, Daniel; Iriarte Azpiazu, 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 ...