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Title
Closing the Brand Gap through innovation and design
Author
Research Group
Centro de Innovación en Diseño
Version
http://purl.org/coar/version/c_970fb48d4fbd8a85
Rights
© 2016 The Authors
Access
http://purl.org/coar/access_right/c_abf2
URI
https://hdl.handle.net/20.500.11984/1222
Publisher’s version
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. [-]
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Attribution-NonCommercial-NoDerivatives 4.0 International
Except where otherwise noted, this item's license is described as Attribution-NonCommercial-NoDerivatives 4.0 International