Innovation Branding

From Theory to Practice
1. Auflage 2026
ISBN: 978-1-041-13732-0
Verlag: Taylor & Francis Ltd

Buch, Englisch, 290 Seiten, Format (B × H): 156 mm x 234 mm

Reihe: Management of Arts & Culture

This book explores how “innovation” has evolved from a buzzword into a powerful cultural, rhetorical, and strategic force.

Today, the word is more than a descriptor—it signals how brands, organizations, and even nations differentiate themselves, justify investments, and project credibility and forward momentum. With thousands of mentions and uses every day, around the world, the motif of “innovation” now appears in reports, TV and print ads, digital media, organizational strategy plans, presentations, conferences, and even in the names of companies and brands, making it a widely recognized and popular idea. Blending theory with practice, Itzhak Mashiah examines innovation as a communicative strategy that shapes narratives across branding, policymaking, and identity. The book shows how innovation functions as a mechanism of influence within advertising, PR, social media, and other marketing channels. Drawing on insights from communication, marketing, management, and strategy, Mashiah traces innovation’s transformation into a persuasive tool that positions people, organizations, and nations as distinctive, future-oriented, and competitive.

With clear frameworks, global case studies, and practical guidance, this book offers both a theoretical foundation and actionable insights, making it essential reading for students and professionals in marketing, communication, business, strategy, PR, media, and content creation.

Zielgruppe

Postgraduate, Professional Practice & Development, Undergraduate Advanced, and Undergraduate Core

Autoren/Hrsg.

Mashiah, Itzhak

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Management Internationales Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Geisteswissenschaften Design Typographie, Illustrationskunst, Werbegraphik
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung
• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein Verhaltensökonomik
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Medien-, Informations und Kommunikationswirtschaft

Inhaltsverzeichnis

List of Figures vii
List of Tables ix
About the Author x
Acknowledgments xi
Introduction xiii
PART 1
Theory, Conceptual Models, and Frameworks 1
1 Innovation Branding (IB) 3
2 The Innovation Buzz 59
3 Innovation, Brands, and Communication 101
PART 2
Practice, Training, and Implementation 129
4 Innovation Branding Strategies and Tactics 131
5 The Strategic Model for Innovation Branding 175
6 Management of Innovation Branding 203
PART 3
Further Discussion and Reflections 239
7 The Good, Bad, and the Ugly 241
8 Innovation Branding: What’s Next? 255
Index 263

Über Autor(innen)

Itzhak Mashiah (Ph.D.) is a researcher and lecturer with a background in communication and marketing consulting across the public and private sectors. With an interest in the tech industry, business, and corporate strategy, his work lies at the intersection of marketing communications, innovation, and
brand management.