A FRAMEWORK FOR INNOVATION OPPORTUNITY IDENTIFICATION BASED ON BRAND EXPERIENCE
Editor: Marjanovic Dorian, Storga Mario, Pavkovic Neven, Bojcetic Nenad, Skec Stanko
Author: Gonzalez I., Val E., Justel D., Iriarte I.
Section: DESIGN INNOVATION
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.