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- Title
Brand-Driven Innovation.
- Authors
Abbing, Erik Roscam; van Gessel, Christa
- Abstract
The article presents a reprint of the article which appeared in the "Design Management Review," Vol. 19 No.3 issue, which focuses on the role of branding in an organization and its stakeholders as well innovation. It is inferred that the brand represents the vision and strategic positioning of an organization in relationship to its environment. Furthermore, brands have become a strategic asset for business, inspiring both ideation and action, and help an organization make decisions.
- Subjects
PUBLISHED reprints; PRODUCT design; BRANDING (Marketing); STAKEHOLDERS; BUSINESS planning; TECHNICAL specifications
- Publication
Design Management Review, 2008, Vol 19, Issue 3, p51
- ISSN
1557-0614
- Publication type
Article
- DOI
10.1111/j.1948-7169.2008.tb00129.x