Purpose The purpose of this paper is to revise the Kano evaluation table and separating indifference attributes in order to develop satisfaction and dissatisfaction indexes. Design/methodology/approach The indifference requirements have been separated and reclassified, and after revising Kano...

Purpose – The purpose of this paper is to develop and suggest a reference Kano model. Design/methodology/approach – Existing Kano models have been classified into three types and, for each type, the curves, together with their corresponding evaluation tables, have been studied and a new type...

Brand perception, brand equity, brand awareness – the list is endless. Ask anyone in your organization to identify a strong brand and they will do so almost without thinking, citing names such as Coca‐Cola, Nike, Microsoft or McDonald’s. Then inquire as to what makes these brands so good...