Closing the Brand Gap through innovation and design

Gonzalez Ochoantesana, Itsaso; Val, Ester; Justel Lozano, Daniel; Iriarte, Ion

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Title

Closing the Brand Gap through innovation and design

Author

Gonzalez Ochoantesana, Itsaso

Val, Ester

Justel Lozano, Daniel

Iriarte, Ion

Research Group

Centro de Innovación en Diseño

Version

Published version

Rights

Access

Open access

URI

https://hdl.handle.net/20.500.11984/1222

Publisher’s version

http://dx.doi.org/10.1016/j.procir.2016.05.100

Published at

Procedia CIRP Vol. 50. Pp. 112–116, 2016

xmlui.dri2xhtml.METS-1.0.item-publicationfirstpage

112

xmlui.dri2xhtml.METS-1.0.item-publicationlastpage

116

Publisher

Elsevier B.V.

Keywords

Brand experience
Customer experience
Innovation
Design ... [+]

Brand experience
Customer experience
Innovation
Design
Brand gap [-]

Abstract

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. [-]