Innovation as Key to Successful Brand Management - Liderando la reputación corporativa de las empresas - Corporate
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Insights May 2015

Innovation as Key to Successful Brand Management

Are innovative brands more valuable? Can incremental innovation increase value or is it necessary to introduce immediate and radical changes? Does innovation refer only to products and services or does it affect all corporate processes?

This document analyzes the relationship between innovation and brand´s success and it has been prepared by Corporate Excellence – Centre for Reputation Leadership and among other sources contains references to the statements by Tim Oliver Brexendorf, co-editor of The Journal of Brand Management, Director of Henkel Center for Consumer Goods and lecturer at WHU-Otto Beisheim School of Management in Düsseldorf and Vallendar (Germany), made during the Brand and Innovation Interdependence workshop held by ESADE-CREAPOLIS in 2014.