Brand-driven Innovation
Strategies for Development and Design
1st Edition
Published on 25. October 2010
208 pages
978-2-940439-76-8 (ISBN)
Description
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.
Reviews / Votes
It is clear and concise and provides a design linked introduction to the principles of branding, providing an excellent base for progression into employment and understanding of topics which reflect the nature of the creative industries. The book has been very helpful in illustrating the significance of branding in developing a design, most especially for students who are working on their Industrial Design studio projects. It has also highlighted the effect of branding upon the sociology of consumer behaviour in branding perception. It is a very good overview of case studies and methods. It covers innovation strategy and service design from a fresh perspective, moving from traditional approaches to meaning-centred innovation. Like all other AVA Books it is a good read and easy to understand with inviting, motivating design and layout... Brand-driven Innovation can provide students with both the theoretical knowledge and the practical tools to shape their thinking on how to build brands and how to use brands as strategic tool. Excellent book. The contents are a must but the content design helps a lot to find and read the texts. The case studies help a lot to demonstrate the concepts being transmitted with real situations where they were applied. The quality of the materials - namely the paper - transforms it in a resource to buy and to keep. Product design is just one part of the process. Create an innovation available in the market and brand it for differentiation is another very important part. this book deals perfectly with that part. A book with useful exercises to introduce students to the topic of brand driven innovation through design. I used several tools and methods to encourage students to explore, discuss and adapt for the given context in my course.More details
Series
Edition
1. Auflage
Language
English
Place of publication
London
United States
Publishing group
Bloomsbury Publishing PLC (Digital)
Illustrations
100
ISBN-13
978-2-940439-76-8 (9782940439768)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
Book
10/2010
AVA Publishing SA
€63.39
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Person
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.
Content
Foreword. Introduction. How to get the most out of this book. The merging worlds of branding, innovation and design: Introduction to Part 1 - shifting paradigms. How branding and innovation are connected: The brand as relationship; Innovation as a source of growth; How branding and innovation are connected; How the brand can drive innovation; How innovation can fulfil the brand's promise; Conclusion - the symbiotic relationship between innovation and branding. How branding and innovation are connected to design: The role of design in executing and shaping strategy; Design thinking in the context of branding and innovation; Design research in the context of branding and innovation; How can brands benefit from design?; How can innovation benefit from design?; Conclusion - the role of design in brand-driven innovation. Brand-driven innovation in practice: Introduction to part 2 - brand-driven innovation as a working method for organisations. Building a human-centred brand: The role of the brand in brand-driven innovation; The brand as a resource; Brand usability; The human-centred branding stage; Skills for human-centred branding - an overview of tools and methods; Conclusion - the brand in brand-driven innovation. Building a brand-driven innovation strategy: The role of innovation strategy in brand-driven innovation; What is innovation strategy?; Brand-driven innovation strategies; The innovation strategy stage; Skills for brand-driven innovation strategies - an overview of tool and methods; Embedding innovation strategy in the organisation; Conclusion - innovation strategy in brand-driven innovation. Building a brand-driven design strategy: The role of design strategy in brand-driven innovation; Setting objectives for design; Design's role in brand-driven design strategies; The design strategy stage; Skills for brand-driven design strategies - an overview of tools and methods; Embedding design strategy in the organisation; Conclusion - design strategy in brand-driven innovation. Orchestrating touchpoints: Brand touchpoints; Multidisciplinary design management; Involving users in the design management process; Touchpoint orchestration; Service design management; Embedding touchpoint orchestration in the organisation; Conclusion - touchpoint orchestration in brand-driven innovation. Appendix. Assessment checklists. Bibliography. Webography. Glossary. Index. Credits. Acknowledgements.
