Brand-driven Innovation
Strategies for Development and Design| By: | Erik Roscam Abbing |
| Publisher: | Bloomsbury UK |
| Print ISBN: | 9782940411283 |
| eText ISBN: | 9782940439768 |
| Edition: | 1 |
| Copyright: | 2010 |
| Format: | Page Fidelity |
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Table of Contents
Branding can inspire innovation in products and services, creating value for organizations and consumers alike. This in turn can lead to a durable relationship between brands and customers. Brand-driven Innovation explores branding theory and its relation to innovation, in order to provide readers with a solid foundation of knowledge.
The book employs a practical, four-step method that will help readers apply brand-driven innovation in their own academic or business context.