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dc.rights.licenseAttribution-NonCommercial-NoDerivatives 4.0 International*
dc.contributor.authorGonzalez Ochoantesana, Itsaso
dc.contributor.authorVal Jauregi, Esther
dc.contributor.authorJustel Lozano, Daniel
dc.contributor.authorIriarte, Ion
dc.date.accessioned2019-05-23T13:37:53Z
dc.date.available2019-05-23T13:37:53Z
dc.date.issued2016
dc.identifier.issn2212-8271en
dc.identifier.otherhttps://katalogoa.mondragon.edu/janium-bin/janium_login_opac.pl?find&ficha_no=124607en
dc.identifier.urihttp://hdl.handle.net/20.500.11984/1222
dc.description.abstractExisting 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.en
dc.language.isoengen
dc.publisherElsevier B.V.en
dc.rights© 2016 The Authorsen
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.subjectBrand experienceen
dc.subjectCustomer experienceen
dc.subjectInnovationen
dc.subjectDesignen
dc.subjectBrand gapen
dc.titleClosing the Brand Gap through innovation and designen
dc.typeinfo:eu-repo/semantics/articleen
dcterms.accessRightsinfo:eu-repo/semantics/openAccessen
dcterms.sourceProcedia CIRPen
dc.description.versioninfo:eu-repo/semantics/publishedVersionen
local.contributor.groupCentro de Innovación en Diseñoes
local.description.peerreviewedtrueen
local.description.publicationfirstpage112en
local.description.publicationlastpage116en
local.identifier.doihttp://dx.doi.org/10.1016/j.procir.2016.05.100en
local.source.detailsVol. 50. Pp. 112–116, 2016eu_ES


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Attribution-NonCommercial-NoDerivatives 4.0 International
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