Design Management

Introductory
Intermediate
Advanced
General

Brand-driven Innovation

Erik Roscam-Abbing

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 sustainable growth in organizations.

Branding can inspire innovation in products and services, creating value for organisations and consumers alike. This in turn can lead to a durable relationship between brands and customers.

The book explores branding theory and its relation to innovation, in order to provide students with a solid foundation of knowledge. It also contains a practical, four-step method that will help readers apply brand-driven innovation in their own academic or business context.

Key features

A comprehensive overview of the overlapping fields of branding, innovation and design.
Includes a practical four-step method for applying brand-driven innovation in an academic or business context.
Addresses the role that design management can play in connecting the disciplines of branding and innovation, providing the reader with the tools, processes and methods to facilitate this relationship.

Readership: Required Reading Range (Module Reader)

These titles are designed to support specialized modules of degree courses and provide a platform for further exploration of the subject matter.
Brand-driven innovation is an ideal accompanying text for branding or innovation modules within design management course and visual arts degrees. It will prove useful for any student wishing to understand innovation, branding and design within a business context.

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.

978 2 940411 28 3

$49.95 srp

192 pages
100 colour images
300mm x 220mm
Paperback with flaps

Autumn 2010