Brand-driven Innovation: Strategies for Development and Design

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.