Brand Driven Innovation

Download or read book Brand-driven Innovation written by Erik Roscam Abbing and published by Bloomsbury Publishing. This book was released on 2010-10-25 with total page 208 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.