Brand Driven Innovation: Strategies for Development and Design

Description

Explaining how branding can be a driving force for product and service innovations, this book employs practical examples, case studies, and interviews from leading individuals and companies throughout, to provide a practical field guide for both students and practitioners alike.

• Author: Erik Roscam Abbing
• Publisher: AVA Publishing
• Published: 2010-11-25
• Pages: 211
• ISBN-13: 9782940411283