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Brand-Driven Innovation

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Description
AUTHOR(S):

Erik Roscam Abbing, Founder, Zilver, Rotterdam, The Netherlands; Christa van Gessel, Consultant & Researcher, Zilver, Rotterdam, The Netherlands

 

The role of branding has changed a great deal throughout its history, from a simple sign of ownership to a mental representation of consumer benefits to a reminder of the vision and strategic positioning of an organization. In their daily practice as desi

 

PUBLISHED: 2008

 

DMI Members: To download the pdf of this publication, you need to log in, add it to your shopping cart, and check out. There will be no charge and the link(s) to the pdf(s) will be emailed to you.

 

Branding, Innovation, Design Strategy, Brand Design

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