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Brand-Driven Innovation: Strategies for Development and Design (Required Reading Range) - Tapa blanda

Libro 27 de 44: Required Reading Range

Roscam Abbing, Erik

 
9782940411283: Brand-Driven Innovation: Strategies for Development and Design (Required Reading Range)
Tapa blanda
ISBN 10: 294041128X ISBN 13: 9782940411283
Editorial: Bloomsbury Academic, 2010

Sinopsis

"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.

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Acerca del 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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Editorial
Bloomsbury Academic
Año de publicación
2010
Idioma
Inglés
ISBN 10 
294041128X
ISBN 13 
9782940411283
Encuadernación
Tapa blanda
Número de páginas
192
Contacto del fabricante
no disponible
Persona responsable
no disponible