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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.
The book employs a practical, four-step method that will help readers apply brand-driven innovation in their own academic or business context.
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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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