Product details
- ISBN 9781041137320
- Dimensions: 156 x 234mm
- Publication Date: 26 Oct 2026
- Publisher: Taylor & Francis Ltd
- Publication City/Country: GB
- Product Form: Paperback
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Innovation Branding 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, Innovation Branding 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.
Dr. 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.
