Knowledge Base Repository
In addition to research papers, the Design Society is developing several valuable resources for those interested in the study of design. These include a repository of PhD theses, a library of case studies and transcripts of design activities, and an archive of our newsletters. Please note that these resources are accessible exclusively to Design Society members.
A FRAMEWORK FOR INNOVATION OPPORTUNITY IDENTIFICATION BASED ON BRAND EXPERIENCE
Gonzalez, I.; Val, E.; Justel, D.; Iriarte, I.
Type:
Year:
2016
Editor:
Marjanovic Dorian, Storga Mario, Pavkovic Neven, Bojcetic Nenad, Skec Stanko
Author:
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:
