It is clear and concise and provides a design linked introduction to the principles of branding, providing an excellent base for progression into employment and understanding of topics which reflect the nature of the creative industries.

Stewart Bibby, University of Lincoln, UK

The book has been very helpful in illustrating the significance of branding in developing a design, most especially for students who are working on their Industrial Design studio projects. It has also highlighted the effect of branding upon the sociology of consumer behaviour in branding perception.

Keisha Kamaris Ridwan, Limkokwing University of Creative Technology, MY

It is a very good overview of case studies and methods. It covers innovation strategy and service design from a fresh perspective, moving from traditional approaches to meaning-centred innovation.

Ariel Guersenzvaig, ELISAVA, Spain

Like all other AVA Books it is a good read and easy to understand with inviting, motivating design and layout...

Oliver Perzborn, Muthesius Academy of Fine Arts & Design, Germany

Brand-driven Innovation can provide students with both the theoretical knowledge and the practical tools to shape their thinking on how to build brands and how to use brands as strategic tool.

Bert Smit, NHTV University of Applied Sciences, Netherlands

Excellent book. The contents are a must but the content design helps a lot to find and read the texts. The case studies help a lot to demonstrate the concepts being transmitted with real situations where they were applied. The quality of the materials - namely the paper - transforms it in a resource to buy and to keep. Product design is just one part of the process. Create an innovation available in the market and brand it for differentiation is another very important part. this book deals perfectly with that part.

Sergio Maravilhas-Lopes, University of Aveiro, Portugal