Sara Jane GONZALEZ
In this paper, the literature review and theoretical framework is aim to
understand how companies co-create the brand experience with their
consumers. An in-depth case study has been developed on recent strategies
developed for Nutella, brand of the Italian chocolate’s manufacturer Ferrero.
The discussion is focus on how consumer’s contributions are being considered
to create contemporary brand experiences by providing a framework of how
companies are using different tools to engage consumer as an alternative
approach for reinforce brand recognition. The paper analysis has significant
implications for designers, marketers and research professionals because it
shows how companies can consider consumers as participants of an integral
brand building process. Finally, it point out some follow-ups and future
development for this research topic.
PUBLISHED: Proceedings from the The 19th DMI: Academic Design Management Conference, 2014
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