Brand-driven innovation: strategies for development and design
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Lausanne
Ava Acedemia Publ.
2010
|
| Schriftenreihe: | Required reading range : module reader
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | 208 S. : zahlr. Ill., graph. Darst. |
| ISBN: | 9782940411283 |
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Datensatz im Suchindex
| _version_ | 1805075311344222208 |
|---|---|
| adam_text |
Titel: Brand-driven innovation
Autor: Roscam Abbing, Eric
Jahr: 2010
Contents
Foreword 6
Introduction 7
How to get the most out of this book 8
PART I
CHAPTER 1 CHAPTER 2 PART II
The merging worlds j How branding How branding Brand-driven innovation
of branding, | and innovation and innovation are in practice 68
innovation and design 10 are connected 16 connected to design 40
Introduction to part II:;
Introduction^ part I: 21 The role of design j brand-driven innovation
shifting paradigms 1? relationship 18 in executing and as a working method
1.2 Innovation as shaping strategy 42
a source of growth 24 Design
1.3 How branding in the context
and innovation of branding and
are connected 32 innovation 50
1.4 How the brand
, . 2.3 Design research
can drive
for organisations ; 70
innovation 34
in the context
of branding and
\ 1.5 How innovation innovation 56
1 can fulfil the
I brand's promise 36 2.4 How can brands
} 1.6 Conclusion:
1 the symbiotic
1 relationship
j between innovation
J and branding 38
benefit from I
design? 58 f
¦ K
2.5 How can I
innovation benefit |
from design? 60 f;
J 2.6 Conclusion:
the role of design
in brand-driven
innovation 66
CHAPTER 3 CHAPTER 4 CHAPTER 5 CHAPTER 6
Building a human-centred Building a brand-driven Building a brand-driven Orchestrating
brand 78 innovation strategy 108 design strategy 138 touchpoints 168
3.1 The role of the brand 4.1 The role of 5.1 The role of 6.1 Brand touchpoints 170
in brand-driven innovation strategy design strategy
innovation 80 in brand-driven in brand-driven 6.2 Multidisciplinary
innovation 110 innovation 140 j design
3.2 The brand management 176
as resource 82 4.2 What is innovation 5.2 Setting objectives
strategy? 112 for design 142 6.3 Involving users
3.3 Brand usability 84 in the design
4.3 Brand-driven 5.3 Design's role management
3.4 The human-centred innovation in brand-driven process 178
branding stage 90 strategies 114 design strategies 144
6.4 Touchpoint
3.5 Skills for 4.4 The innovation 5.4 The design ¦ orchestration 180
human-centred strategy stage 118 strategy stage 148
branding: 6.5 Service design
an overview of 4.5 Skills for 5.5 Skills for management 186
tools and methods 100 brand-driven brand-driven
innovation design strategies: 6.6 Embedding
3.6 Conclusion: strategies: an an overview of touchpoint
the brand in overview of tools tools and methods 154 orchestration
brand-driven and methods 128 [ in the organisation 192
innovation 106 5.6 Embedding design
4.6 Embedding strategy in the 6.7 Conclusion:
innovation strategy organisation 160 touchpoint
in the organisation 134 . orchestration
5.7 Conclusion: in brand-driven
4.7 Conclusion: design strategy innovation 196
innovation strategy in brand-driven
in brand-driven innovation 166
innovation 136
APPENDIX
198
Assessment checklists 200
Bibliography 202
Webography 204
Glossary 205
Index 206
Credits 208
Acknowledgements 208 |
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| illustrated | Illustrated |
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| isbn | 9782940411283 |
| language | English |
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| spelling | Roscam Abbing, Eric Verfasser aut Brand-driven innovation strategies for development and design Erik Roscam Abbing Lausanne Ava Acedemia Publ. 2010 208 S. : zahlr. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Required reading range : module reader Marketing (DE-588)4037589-4 gnd rswk-swf Grafikdesign (DE-588)4019558-2 gnd rswk-swf Innovation (DE-588)4027089-0 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Organisationsentwicklung (DE-588)4126887-8 gnd rswk-swf Kommunikationsdesign (DE-588)4304892-4 gnd rswk-swf Markenpolitik (DE-588)4144679-3 s Innovation (DE-588)4027089-0 s Organisationsentwicklung (DE-588)4126887-8 s DE-604 Kommunikationsdesign (DE-588)4304892-4 s Grafikdesign (DE-588)4019558-2 s Marketing (DE-588)4037589-4 s HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=022556821&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Roscam Abbing, Eric Brand-driven innovation strategies for development and design Marketing (DE-588)4037589-4 gnd Grafikdesign (DE-588)4019558-2 gnd Innovation (DE-588)4027089-0 gnd Markenpolitik (DE-588)4144679-3 gnd Organisationsentwicklung (DE-588)4126887-8 gnd Kommunikationsdesign (DE-588)4304892-4 gnd |
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| title | Brand-driven innovation strategies for development and design |
| title_auth | Brand-driven innovation strategies for development and design |
| title_exact_search | Brand-driven innovation strategies for development and design |
| title_full | Brand-driven innovation strategies for development and design Erik Roscam Abbing |
| title_fullStr | Brand-driven innovation strategies for development and design Erik Roscam Abbing |
| title_full_unstemmed | Brand-driven innovation strategies for development and design Erik Roscam Abbing |
| title_short | Brand-driven innovation |
| title_sort | brand driven innovation strategies for development and design |
| title_sub | strategies for development and design |
| topic | Marketing (DE-588)4037589-4 gnd Grafikdesign (DE-588)4019558-2 gnd Innovation (DE-588)4027089-0 gnd Markenpolitik (DE-588)4144679-3 gnd Organisationsentwicklung (DE-588)4126887-8 gnd Kommunikationsdesign (DE-588)4304892-4 gnd |
| topic_facet | Marketing Grafikdesign Innovation Markenpolitik Organisationsentwicklung Kommunikationsdesign |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=022556821&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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