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Bibliografische Details

Titel: Brand-driven Innovation: Strategies for Development and Design (Required Reading Range)
Verlag: AVA Publishing
Erscheinungsjahr: 2010
Sprache: Englisch
ISBN-10: 294041128X
ISBN-13: 9782940411283
Einband: Softcover
Zustand: Used: Very Good

�ber diesen Titel

Inhaltsangabe

"Brand-driven Innovation" examines the connections between branding, design, and innovation. It argues that branding is not merely a branch of advertising, but a tool for driving sustainable growth in organisations. Branding can inspire innovation in products and services, creating value for organisations and consumers alike. This in turn can lead to a more durable relationship between organisations and their customers. "Brand-driven Innovation" explores existing branding theory and its relation to innovation, in order to provide readers with a solid foundation of background knowledge. It also contains a practical, four-step method that will help readers to apply brand-driven innovation in their own academic or business context. The book addresses the role that design management can play in connecting the disciplines of branding and innovation, providing the reader with the tools, processes and methods to facilitate this relationship.

�ber die Autorin bzw. den Autor

Erik Roscam-Abbing is a consultant and teacher of design management. Erik is the founder of Zilver brand driven innovation in Rotterdam, where he consults for a variety of international clients in the product and service industries. He also teaches at the school of Industrial Design at the Technological University of Delft, the Netherlands. He is a guest teacher in the Eurib Master of Brand Management program in Rotterdam and at the Design Management program of Hochschule Lucerne, Switzerland, as well as a module coordinator of the Eurib Master of Design Management program.

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