Brand-driven Innovation : strategies for development and design / Erik Roscam Abbing.  (Text) (Text)

Abbing, Erik Roscam
Call no.: COMM HF 2010 625516Series: Required reading range. Module readerPublication: Lausanne, Switzerland : AVA Academia, c2010Description: 208 p. : ill. (some col.)ISBN: 9782940411283 (pbk.); 294041128X (pbk.)Subject(s): Brand name products -- DesignBranding (Marketing)Organizational change
Contents:PART I The merging worlds of branding, innovation and design -- Introduction to part I: shifting paradigms -- CHAPTER 1 How branding and innovation are connected -- 1.1 The brand as relationship -- 1.2 Innovation as a source of growth -- 1.3 How branding and innovation are connected -- 1.4 How the brand can drive innovation -- 1.5 How innovation can fulfil the brand's promise -- 1.6 Conclusion: the symbiotic relationship between innovation and branding -- CHAPTER 2 How branding and innovation are connected to design -- 2.1 The role of design in executing and shaping strategy -- 2.2 Design thinking in the context of branding and innovation -- 2.3 Design research in the context of branding and innovation -- 2.4 How can brands benefit from design? -- 2.5 How can innovation benefit from design? -- 2.6 Conclusion: the role of design in brand-driven innovation -- PART II Brand-driven innovation in practice -- Introduction to part II: brand-driven innovation as a working method for organisations -- CHAPTER 3 Building a human-centred brand -- 3.1 The role of the brand in brand-driven innovation -- 3.2 The brand as resource3.3 Brand usability -- 3.4 The human-centred branding stage -- 3.5 Skills for human-centred branding: an overview of tools and methods -- 3.6 Conclusion: the brand in brand-driven innovation -- CHAPTER 4 Building a brand-driven innovation strategy -- 4.1 The role of innovation strategy in brand-driven innovation -- 4.2 What is innovation strategy? -- 4.3 Brand-driven innovation strategies -- 4.4 The innovation strategy stage -- 4.5 Skills for brand-driven innovation strategies: an overview of tools and methods -- 4.6 Embedding innovation strategy in the organisation -- 4.7 Conclusion: innovation strategy in brand-driven innovation -- CHAPTER 5 Building a brand-driven design strategy -- 5.1 The role of design strategy in brand-driven innovation -- 5.2 Setting objectives for design -- 5.3 Design's role in brand-driven design strategies -- 5.4 The design strategy stage -- 5.5 Skills for brand-driven design strategies: an overview of tools and methods -- 5.6 Embedding design strategy in the organisation -- 5.7 Conclusion: design strategy in brand-driven innovationCHAPTER 6 Orchestrating touchpoints -- 6.1 Brand touchpoints -- 6.2 Multidisciplinary design management -- 6.3 Involving users in the design management process -- 6.4 Touchpoint orchestration -- 6.5 Service design management -- 6.6 Embedding touchpoint orchestration in the organisation -- 6.7 Conclusion: touchpoint orchestration in brand-driven innovation.
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Book Book Boonchoo Treethong Library, Lampang Campus
General Books General Stacks COMM HF 2010 625516 (เรียกดูชั้นหนังสือ) พร้อมให้บริการ 31379014311634
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Includes bibliographical references and index.

PART I The merging worlds of branding, innovation and design -- Introduction to part I: shifting paradigms -- CHAPTER 1 How branding and innovation are connected -- 1.1 The brand as relationship -- 1.2 Innovation as a source of growth -- 1.3 How branding and innovation are connected -- 1.4 How the brand can drive innovation -- 1.5 How innovation can fulfil the brand's promise -- 1.6 Conclusion: the symbiotic relationship between innovation and branding -- CHAPTER 2 How branding and innovation are connected to design -- 2.1 The role of design in executing and shaping strategy -- 2.2 Design thinking in the context of branding and innovation -- 2.3 Design research in the context of branding and innovation -- 2.4 How can brands benefit from design? -- 2.5 How can innovation benefit from design? -- 2.6 Conclusion: the role of design in brand-driven innovation -- PART II Brand-driven innovation in practice -- Introduction to part II: brand-driven innovation as a working method for organisations -- CHAPTER 3 Building a human-centred brand -- 3.1 The role of the brand in brand-driven innovation -- 3.2 The brand as resource

3.3 Brand usability -- 3.4 The human-centred branding stage -- 3.5 Skills for human-centred branding: an overview of tools and methods -- 3.6 Conclusion: the brand in brand-driven innovation -- CHAPTER 4 Building a brand-driven innovation strategy -- 4.1 The role of innovation strategy in brand-driven innovation -- 4.2 What is innovation strategy? -- 4.3 Brand-driven innovation strategies -- 4.4 The innovation strategy stage -- 4.5 Skills for brand-driven innovation strategies: an overview of tools and methods -- 4.6 Embedding innovation strategy in the organisation -- 4.7 Conclusion: innovation strategy in brand-driven innovation -- CHAPTER 5 Building a brand-driven design strategy -- 5.1 The role of design strategy in brand-driven innovation -- 5.2 Setting objectives for design -- 5.3 Design's role in brand-driven design strategies -- 5.4 The design strategy stage -- 5.5 Skills for brand-driven design strategies: an overview of tools and methods -- 5.6 Embedding design strategy in the organisation -- 5.7 Conclusion: design strategy in brand-driven innovation

CHAPTER 6 Orchestrating touchpoints -- 6.1 Brand touchpoints -- 6.2 Multidisciplinary design management -- 6.3 Involving users in the design management process -- 6.4 Touchpoint orchestration -- 6.5 Service design management -- 6.6 Embedding touchpoint orchestration in the organisation -- 6.7 Conclusion: touchpoint orchestration in brand-driven innovation.

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