Brand-driven Innovation: Strategies for Development and Design
- ISBN-10
- 1350034460
- ISBN-13
- 9781350034464
- Category
- Business & Economics
- Pages
- 208
- Language
- English
- Published
- 2017-10-05
- Publisher
- Bloomsbury Publishing
- Author
- Erik Roscam Abbing
Description
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.
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