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00925njm 22002777a 4500 dc Gonzalez Ochoantesana, Itsaso author Val, Ester author Justel Lozano, Daniel author Iriarte, Ion author 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 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. 2212-8271 https://katalogoa.mondragon.edu/janium-bin/janium_login_opac.pl?find&ficha_no=124607 https://hdl.handle.net/20.500.11984/1222 Brand experience Customer experience Innovation Design Brand gap Closing the Brand Gap through innovation and design