Brand-Driven Innovation

Brand-Driven Innovation: Strategies for Development and Design

AVA Publishing SA, 2010
  • DOI:
  • ISBN:
    978-1-3500-9650-9 (online)

    978-2-9404-1128-3 (paperback)

    978-2-9404-3976-8 (epdf)

    978-1-3500-3446-4 (epub)
  • Edition:
    First Edition
  • Place of Publication:
  • Published Online:
Brand-Driven Innovation
Collapse All Sections

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.