Brand strategy can be crucial to the success of innovation, especially in the long term. There are times when a company needs a literal brand innovation or lose it. Without a successful brand strategy, innovation may be short - diffusing in a confusing market with its impact dissipated - or become another forgotten internal initiatives. In such cases, the branding can make all the difference. Branding, it should be emphasized, does not mean simply putting the name and logo for innovation. Rather, it means making the brand an integral part of a coherent strategy, supported actively managed and adequately funded brand-building programs. However, not all innovations worthy of such a program and over-branding can be a business risk. "Hide
by David Aaker Source: California Management Review 18 pages. Publication Date: November 1, 2007. Prod. #: CMR376-PDF-ENG
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