A FRAMEWORK FOR INNOVATION OPPORTUNITY IDENTIFICATION BASED ON BRAND EXPERIENCE

DS 84: Proceedings of the DESIGN 2016 14th International Design Conference

Year: 2016
Editor: Marjanovic Dorian, Storga Mario, Pavkovic Neven, Bojcetic Nenad, Skec Stanko
Author: Gonzalez, I.; Val, E.; Justel, D.; Iriarte, I.
Series: DESIGN
Section: DESIGN INNOVATION
Page(s): 997-1004

Abstract

Companies need to focus their innovation activities toward the generation of a unique and memorable brand experience to gain sustainable and significant competitive advantage.Hence, there is a growing need for practical guidance on how to transform brand values into relevant customer experience. Existing brands already generate a particular experience in the mind of the consumers. However, inconsistencies exist between what the brand wants to communicate and what the customer perceives. We propose a framework which helps us to identify and understand the reasons behind these inconsistencies.

Keywords: design for x (DfX), brand experience, customer experience, brand gap, innovation

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