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Consumer Engagement in Co-creation of Contemporary Brand Design

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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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