نوآوری مبتنی بر برند: استراتژی‌هایی برای توسعه و طراحی

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. '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