The smart brand case describes the “strategic role of innovation in communication to reinforce brand equity”. A fundamental step change in marketing approach, started over twenty years ago, and translated into both a success in the market and into a new way of thinking and feeling the driving experience in urban areas, in a context with “continuous conceptual innovation combined with limited product innovation”.

smart - Continuous Conceptual Innovation with “Limited” Product Innovation: The Strategic Role of Communication to reinforce Brand Equity / Mazzù, Marco Francesco; Jelinek, Radek. - (2021).

smart - Continuous Conceptual Innovation with “Limited” Product Innovation: The Strategic Role of Communication to reinforce Brand Equity

Mazzù, Marco Francesco
;
2021

Abstract

The smart brand case describes the “strategic role of innovation in communication to reinforce brand equity”. A fundamental step change in marketing approach, started over twenty years ago, and translated into both a success in the market and into a new way of thinking and feeling the driving experience in urban areas, in a context with “continuous conceptual innovation combined with limited product innovation”.
978-88-6105-655-8
Marketing, Communication, Automotive, Product Management, Promotion
smart - Continuous Conceptual Innovation with “Limited” Product Innovation: The Strategic Role of Communication to reinforce Brand Equity / Mazzù, Marco Francesco; Jelinek, Radek. - (2021).
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11385/224125
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