Brand-driven Innovation: Strategies for Development and Design (Required Reading Range) - Softcover

Erik Roscam Abbing

Softcover

ISBN 10: 294041128X ISBN 13: 9782940411283

Publisher: AVA Publishing, 2010

Synopsis

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.

About this title

About the Author

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.

Edition details

• Publisher: AVA Publishing
• Publication date: 2010
• Language: English
• ISBN 10: 294041128X
• ISBN 13: 9782940411283
• Binding: Paperback
• Edition number: 1
• Number of pages: 208