Conference Presentations by Carole Favart
Most of our significant products refer to a brand which influences our purchase decisions, the de... more Most of our significant products refer to a brand which influences our purchase decisions, the degree of attachment to a product and impacts the outcome of the user experience. The brand construct in customer’s mind is shaped from interactions not only with products but with all services and brand communications as advertising or brand accessories. It is then of capital importance that all touch points with the customer are designed to send a consistent message to the customer about the brand it belongs to. This consistent message is condensed in the notion of brand identity which encompasses all values, meanings and symbols that the brand stands for. This paper focuses on the creation of a strategic tool to support the definition of the company’s brand identity territory, the EFB (Experience Framework Boards). It is based on a kansei-experience approach while it takes as an input a model from the personality-trait theory. The paper is structured in 2 parts: firstly, we present a comparative study of the brand identity notion in literature and show how it can be enriched by a user-experience approach which offers a broader scope of the user, the product and its affective outcome or kansei; secondly, we present and discuss 2 parallel workshops that lead into the creation of the EFB through the generation of experience-clusters based on personality traits. We discuss results and present perspectives of implementation of EFB.
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Conference Presentations by Carole Favart