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00925njm 22002777a 4500 dc Gonzalez Ochoantesana, Itsaso author Iriarte, Ion author Justel Lozano, Daniel author Val, Ester author 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 brand. This is how a brand experience is 9constructed in the mind of the customer. Understanding how customers perceive and respond to certain products along the experience, helps designers to better align product design with brand value, in order to guarantee a consistent brand experience. While current literature provide in deep research into customer–brand and customer-product interaction, there is a distinct lack of any substantive assessment of how customer´s interaction with branded product impact on the brand experience. To do so, this paper presents a operational hypothesis to comprehend customer responses to certain branded product. The framework combines general brand experience assessment scales and product cantered experience approaches. 9781138090231 1756-3062 https://katalogoa.mondragon.edu/janium-bin/janium_login_opac.pl?find&ficha_no=127704 https://hdl.handle.net/20.500.11984/5534 Brand experience Brand gap A Framework For Product Design Based On Semantic Attribution Process